Executive Summary - The San Diego Foundation

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

Our Greater San Diego Vision
July 2012
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.
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

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 Summary
1

why a Vision
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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 Region
The 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.”
Our Greater San Diego Vision - Executive Summary
San Diego’s History
San 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.

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 regionwide
thinking and cooperation imperative.
The Importance of
a Long-Range Plan
for Our Region
According 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.
Extremely important
38%
Very important
2%
1%
41%
Somewhat important
18%
Not very important
Not at all important
79%
Our Greater San Diego Vision - Executive Summary 3

the Path
to the Vision
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.
Factors That Have the Most Significant Impact on Quality of Life
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)
10%
7%
6%
6%
5%
5%
5%
4%
4%
27%
Negative Impacts
Postitive Impacts
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.
WELL
From 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).
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.
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Our Greater San Diego Vision - Executive Summary

One of six public workshops involving regional planning.
Show Your Love
From 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 broadbased
participation in the campaign by people
representing a broad range of age groups and
backgrounds throughout the region.
Scientific Survey
In 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!
More than 30,000
participants!
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
Demographic Data
Data 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% | –
* Does not add to 100% due to multiple categories
which could be chosen.
Our Greater San Diego Vision - Executive Summary
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SHOW YOUR LOVE
Results
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
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.
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.
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Our Greater San Diego Vision - Executive Summary

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.
Specific Growth Strategies
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.
Our Greater San Diego Vision - Executive Summary
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the VISION
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.
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Our Greater San Diego Vision - Executive Summary

Vision Forward
We 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.
Regional Collaboration
Good Jobs
Transportation Choices
VISION GOALS
Nature is Accessible
Housing Options
Centers of Community
Quality Learning
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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The San Diego Foundation Board of Governors
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
Regional Vision Group
Bill Geppert, Chair
Bob Kelly,
President & CEO
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
Jennifer Adams-Brooks
Mary Ball
Robert Dynes, PhD
The San Diego Foundation Vision Staff
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
Richard A. Collato
Roger C. Cornell, MD
Sandra Daley, MD
Jim Farley
Bill Geppert
Benjamin Haddad
Kevin Harris
Jennifer LeSar
Connie Matsui
Kevin Harris
Gerald (Jerry) E. Hoffmeister
Peter James MacCracken, APR
Connie Matsui
Paul Albert
Robert Clark
Wyn Furman
Amanda Greechan
Emily Welborn Guevara
Nicola Hedge
Paul Meyer
Hollyce J. Phillips
Derek J. Quackenbush
Barbara A. Sawrey, PhD
Nancy A. Spector
Horacio Valeiras
Carisa Wisniewski
James Ziegler
Kris Michell
Ed Quinn
Steven R. Smith
Charles “Muggs” Stoll
Jackie Lackenbacher
Arzo Nasiri
Marisa Aurora Quiroz
Robyn Sharp
Felicia Shaw
Community Partners
Malin Burnham Ron Fowler Bill Geppert Irwin Jacobs Connie Matsui Buzz Woolley
Corporate Partners
.
Media Partners
Consultant Team
Team Lead
.
2508 Historic Decatur Road, Suite 200, San Diego, CA 92106
Phone: (619) 235-2300 • Email: info@sdfoundation.org
www.sdfoundation.org
www.ourgreatersandiegovision.org
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