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CHAPTER 2 The Visioning Process

Show Your Love From November 2011 to February 2012, San Diegans were asked to “Show Your Love” by choosing their preferences within an online choosing tool. This process involved new outreach strategies and resulted in the highest level of public participation in regional visioning anywhere in the country, with more than 30,000 participants.3 The online tool offered four different modules – Work, Enjoy, Live, and Learn – and included videos and visualizations to bring the choices “to life.” Significant outreach efforts resulted in broad-based participation in Show Your Love by people of all generations and backgrounds throughout the region. A survey demonstrated 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 surveys 71,147 individual modules were completed 600+ participated in regional workshops






Record-Breaking Community Engagement Our Greater San Diego Vision included an integrated, multi-media communications platform and campaign to drive unprecedented public engagement. The goal was to instill a sense of urgency and pride in San Diegans.



WORK The San Diego Foundation, in conjunction with other community organizations, has launched an ambitious project called Our Greater San Diego Vision that seeks to shape the future of this region 25, 50 or even 100 years from now – as the people themselves say they want it shaped. The group formed four task forces that have been holding meetings and workshops to discuss key components that make up our quality of life. The commentaries in this package address the task force ideas, which will be used to craft possible scenarios for the future. Beginning Nov. 8, the public – that means you – can choose among those scenarios. That in turn will lead to creation of a long-term, regional vision in early 2012. For more information, go online to





When The San Diego Founda- will we as a region generate a varition asked 1,000 randomly selected ety of good-paying jobs and keep San residents what the region’s priorities Diego globally competitive 25, 50 or should be, increasing the number more years in the future?” and quality of jobs emerged as the Our task force consists of 42 extop priority. When the same people perts from all facets of economic dewere asked about the issues that velopment who met several times to impact their personal consider strategies to An easier quality of life, lack of ensure that those jobs jobs and low wages are there when they regulatory ranked second-most are needed. Together, environment, we came up with three important. Our task force has potential strategies where been grappling with that will help inform the how to provide more government community and provide and better jobs for tooptions for considerhelps, not morrow. What kinds of ation for our collective jobs? Located where? hinders job future – with those opIn what industries and tions the subject of an creation. how will they boost reunprecedented public gional competitiveness? choosing starting Nov. 8. That is Put another way, our task was to when we will ask San Diegans to go come up with economic development online to www.ShowYourLoveSD. ideas to accompany the population org and make some choices about growth that is happening in the re- their vision for the future. Strategy one is to harness the gion – the jobs for our children and SEE WORK • F3 their children. Our question: “How

Our task force has an extraorWhen we ask where should we dinarily challenging job – thinking grow and how, the relationship bethrough housing, transportation, tween the built environment and water, energy, environment and the natural environment comes into cost of living 25, 50 and even 100 sharp focus. As does cost. years from now. Our 60 members Key among the factors is how to have considered how these issues address housing affordability and will weave together as location. We will need How do we a mix of housing types the region grows by an estimated 1.3 mil– townhouses, condoreduce lion people in just 30 miniums and neighborcongestion and hood housing – and we years. Whose priorities are want them close to delays as we will these issues? Yours. jobs. The San Diego Foun- expand economic T r a n s p o r t a t i o n dation surveyed 1,000 choices, commute regional residents and development times and air quality asked what affects their also weave together. centers? personal quality of life. How do we drive less by Of the top four concerns, three are providing transportation alternacovered by our task force: cost of tives from transit to biking to walkliving, traffic congestion/lack of ing? How do we reduce congestion transit and lack of affordable hous- and delays as we expand economic ing. As to what residents thought development centers? What about the region’s priorities should be, trips for recreation, entertainment water resources and quality ranked and day-to-day errands? How do SEE LIVE • F3 third.





What should education be like ment level for all students and elimiand what will define an educated nate the achievement gap? How will San Diegan in 50 years? That’s what we use technology to foster more efour 30-member task force has been fective learning at all levels? trying to answer. Tough questions, to be sure. But In 2010, The San Diego Founda- they led us to define three major tion asked 1,000 of our fellow resi- goals for education and learning. dents to rank the region’s priori- First, to maximize individual poties. The number two tential and well-beanswer (after more ing. Second, to preWe envision and better-paying pare individuals to education jobs) was improvbe well-informed and ing education. After beginning with actively engaged in all, a good education civic matters. Third, makes it easier to get prenatal health to enable individuals a well-paying job and to participate effecthrough live here. tively in a dynamic, So how will our chil- prekindergarten. global economy. dren learn? How will In asking what we prepare them with the knowl- should education look like in 50 edge and skills to fill the jobs, create years, we needed to consider what and run the businesses, make the the world will look like in 50 years. civic contributions that will make We know big changes are coming. San Diego a world-class region? Population will increase worldwide, How will we teach more kids, and most of it in Asia and Africa. Techpay for schools and teachers? How nology will continue to evolve, and SEE LEARN • F3 will we raise the academic achieve-

All work and no play is definitely community and asked them to connot San Diego. Our region is well sider the future – 25, 50 maybe even known for its 70 miles of beaches, 100 years from now. We asked them Balboa Park, wonderful museums, to explore how to preserve, protect world-class attractions, limitless and enhance the amenities that we outdoor activities, and a host of oth- and our families enjoy every day for er cultural and community ameni- future generations. ties. But are these amenities enough We asked them to dream big and to truly deserve the suggest ways in which title of America’s Finwe can increase access We now turn to est City? More to the and affordability of to you, the point – are we poised our amenities, enhance to prosper in the 21st residents of the artistic and cultural century? facilities and events, San Diego The San Diego Founexpress neighborhood dation asked 1,000 San region, to give and community idenDiegans, in a major tity and increase neighus input. survey completed last borhood desirability. year, what is most imWe asked them to deportant to them. The answers: that scribe places where education, culour places of work and play are so ture and community all flourish. Our task force grappled with close and convenient, and that we have a broad choice of outdoor rec- tough questions from the economics of amenities to how we provide culreational opportunities. Building on that research, we es- tural programs for everyone. It was tablished a task force of 45 people not our job was not to come up with SEE PLAY • F3 deeply involved in local culture and

After unprecedented media support, 1/3 of San Diegans had heard or read about the visioning process.

The campaign was communicated through a multi-media strategy leveraging a wide variety of touch points – broadcast, digital, social, traditional, and in-person – to engage San Diegans in a two-way conversation and, ultimately, get them to choose scenarios, goals and strategies in the online choosing. Three FACES commercials were developed with local celebrities, government officials and community leaders who offered their familiar “faces” to encourage San Diegans to share their vision. Unprecedented partnerships with multiple media outlets over the course of five months, combined with a modest investment, resulted in more than $3.5 million in exposure and 386 million impressions. This, in addition to viral marketing and communitybuilding through social media strategies, helped break the national record for community engagement. For a complete recap of media coverage, visit



Our Greater San Diego Vision

This includes 2,100 participants from the baseline and scientific surveys.

Our Greater San Diego Vision-Full Report  

San Diego County is a vast area of more than4,500 square miles, larger than the states of RhodeIsland and Delaware combined. The region isho...

Our Greater San Diego Vision-Full Report  

San Diego County is a vast area of more than4,500 square miles, larger than the states of RhodeIsland and Delaware combined. The region isho...