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.

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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

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

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% or less of median San Diego income
OR

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

  • 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
California State Senator Ben Hueso
California State Senator Ben Hueso
California State Senator Brian Jones
California State Senator Brian Jones
Carlsbad Chamber of Commerce
Carlsbad Chamber of Commerce
Casa Familiar
Casa Familiar
Chicano Federation
Chicano Federation
Chula Vista Chamber of Commerce
Chula Vista Chamber of Commerce
Councilmember Chris Cate (San Diego)
Councilmember Chris Cate (San Diego)
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
Hispanic Chamber of Commerce
Hispanic Chamber of Commerce
Hispanic Chamber of E-Commerce
Hispanic Chamber of E-Commerce
Local Laborers 89 (LiUNA!)
Local Laborers 89 (LiUNA!)
Mayor John Minto (Santee)
Mayor John Minto (Santee)
Mayor Racquel Vasquez (Lemon Grove)
Lemon Grove Mayor
Mayor Racquel Vasquez (Lemon Grove)
Mayor Richard Bailey (Coronado)
Coronado Mayor
Mayor Richard Bailey (Coronado)
Metropolitan Area Advisory Committee (MAAC)
Metropolitan Area Advisory Committee (MAAC)
National City Chamber of Commerce
National City Chamber of Commerce
North San Diego County Association of REALTORS
North San Diego County Association of REALTORS
Oceanside Chamber of Commerce
Oceanside Chamber of Commerce
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
San Diego Regional Chamber of Commerce
San Diego Regional Chamber of Commerce
San Marcos Chamber of Commerce
San Marcos Chamber of Commerce
San Ysidro Chamber of Commerce
San Ysidro Chamber of Commerce

Partial List

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News

3 Local Nonprofits Endorse Better Choice Measure

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Endorsement

Casa Familiar, MAAC, and Chicano Federation Endorse Better Choice Measure

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