Plan Overview

The Two Choices

Newland Sierra provides San Diego County residents with a better choice for the development of private property just off I-15, next to the cities of Escondido, San Marcos and Vista -- land that will be developed one way or the other. The General Plan allows for a massive, 2 million square-foot retail and office development, along with 99 luxury estates.

Newland Sierra is a better choice. It affirms the County Board of Supervisors’ unanimous approval of a project that provides 2,135 badly-needed new homes – more than 60% of which will be affordably priced for working families – and preserves more than 60% of the property as permanent open space.

Vote Yes on Better Choice

  • Family homes
  • Open space preserve the size of Balboa Park
  • Carbon-neutral community
  • Creates 35% fewer rush hour trips than large-scale retail and luxury homes allowed under General Plan
  • $56 million allocated for local road and traffic improvements
OR

No on Better Choice

  • Luxury estates
  • Commercial development the size of Fashion Valley
  • No affordable housing

Open Space

The Better Choice Measure provides what is most needed in the community -- homes and open space -- by guaranteeing 61% permanently protected open space.  The plan leaves 1,209 acres of the property as public open space, along with 36 acres of parks and 19 miles of trails.

Vote Yes on Better Choice: Parks & Trails

  • More than 60% of the property preserved as open space
  • 36 acres of parks
  • 19 miles of public walking and bike trails
OR

No on Better Choice: Parking Lots

  • No public access to trails
  • 0 public parks
  • 6,000+ parking stalls

Sustainability

This project will be one of the most environmentally sustainable master-planned communities in San Diego County.

Vote Yes on Better Choice: Smart Community

  • One of the first carbon-neutral communities in San Diego County
  • Solar panels on every roof
  • Electric vehicle charging stations in every garage
  • Shuttles connecting residents to transit centers
  • Uses less than half the water as large-scale retail and luxury home development
  • All homes plumbed for grey-water reuse
OR

No on Better Choice: Sprawl

  • Large scale commercial
  • Big box stores and office park
  • No eco-friendly requirements

Families

The Better Choice Measure helps alleviate the housing crisis by providing housing for San Diego’s workforce and their families. More than 60 percent of the homes will be affordably-priced for working families making around or less than the area's median income.

Vote Yes on Better Choice: Affordable Homes

  • Provides 2,135 new homes for San Diego families
  • Offers more than 60 percent of the homes at an affordable price for families
  • Provides critically-needed workforce housing for teachers, firefighters and police officers, among others
  • Contributes $3 million to advance the County of San Diego’s affordable housing programs
  • 10% of homes reserved for families making 60% of median San Diego income
OR

No on Better Choice: Luxury Homes & Large-Scale Commercial

  • 99 estate lots
  • Average home price of more than $1 million
  • 0 affordably priced homes
  • NO housing opportunities for San Diego’s first responders or teachers

Organizational Endorsements

Endorsements List

Cal Fire Firefighters Local 2881
Cal Fire Firefighters Local 2881
Councilmember John McCann (Chula Vista)
Councilmember John McCann (Chula Vista)
Councilmember Mike Diaz (Chula Vista)
Councilmember Mike Diaz (Chula Vista)
Councilmember Mike Morasco (Escondido)
Councilmember Mike Morasco (Escondido)
Councilmember Rob McNelis (Santee)
Councilmember Rob McNelis (Santee)
Deputy Sheriffs’ Association of San Diego County
Deputy Sheriffs’ Association of San Diego County
Filipino-American Chamber of Commerce of San Diego
Filipino-American Chamber of Commerce of San Diego
Local Laborers 89 (LiUNA!)
Local Laborers 89 (LiUNA!)
Mayor John Minto (Santee)
Mayor John Minto (Santee)
Mayor Rebecca Jones (San Marcos)
Mayor Rebecca Jones (San Marcos)
Oceanside Chamber of Commerce
Oceanside Chamber of Commerce
Retired Carlsbad Fire Chief Kevin Crawford
Retired Carlsbad Fire Chief Kevin Crawford
Retired San Diego Fire Chief Robert Osby
Retired San Diego Fire Chief Robert Osby
San Diego North Economic Development Council
San Diego North Economic Development Council

Partial List

News

KUSI: Business Leaders and First Responders Endorse Newland Sierra Project

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News

Union-Tribune: Campaign to uphold approval of Newland Sierra housing development launched

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