Sharing our economic future crafting north county

Recently, the five cities intersecting the 78 Highway (Oceanside, Carlsbad, Vista, San Marcos, Escondido) announced a new partnership to foster economic collaboration. Whether North County will realize its own economic destiny may hinge partly on the success or failure of their efforts.

At issue is Innovate 78, a new branding campaign promoting employment and investment opportunities along the North County corridor. Funded by member cities, Innovate 78’s website showcases local business resources and many of the lifestyle amenities found in the area. By attracting and retaining talented workers and high-tech firms, organizers hope to bolster an image as a hub for innovation in the region.

Though Innovate 78 just held its public launch event this April, the premise for the initiative began four years ago when the five corridor mayors were brought together by SANDAG, the regional planning authority, to work on 78-related projects. A spirit of collaboration endured, and a mutual desire for strong economic growth culminated into a two year commitment to shared promotion and collaboration. While city officials have always been friendly and cooperative with their neighbors, Innovate 78 is the first known full-time attempt at regional economic intergration.

According to program officials, the effort is based on the core idea that five cities can work together as one. If a biotech firm in Carlsbad has outgrown its facility space, perhaps city officials in Vista or San Marcos can identify a suitable location nearby for an expansion site. Working together and leveraging each other’s strengths to address neighborly challenges, such as business site selection and expansion, helps keeps jobs and talent in the immediate area.

Economic reality compels North County mayors to take action and build a lasting, meaningful economic partnership. According to the most recent