Cities of Encinitas, Solana Beach, Del Mar and San Diego
To expand the existing public outreach for the North Coast Corridor (NCC) project, our team worked with SANDAG and Caltrans to develop a comprehensive public outreach program aimed at building relationships along the I-5 corridor and informing residents and interested stakeholders about the proposed NCC Program throughout the planning, environmental review and construction processes.
Project: North Coast Corridor Program
Expertise: Public Outreach
Location: Cities of Encinitas, Solana Beach, Del Mar and San Diego
“Southwest Strategies has provided ongoing strategic counsel to the North Coast Corridor Program team and helped us develop a comprehensive outreach plan to communicate complex transportation issues to the public along a diverse 27-mile-long corridor.”
I-5/SR 76 Corridor Director, Caltrans
Representing the County of San Diego and its 18 cities, SANDAG is a regional planning entity that convenes critical regional dialogues pertaining to transportation improvements, infrastructure and overall quality of life for current and future San Diegans. Located along 27 miles within the cities of Encinitas, Solana Beach, Del Mar and San Diego, the San Diego Association of Governments’ (SANDAG) North Coast Corridor Program (NCC Program) represents a $6 billion investment in the San Diego economy over the next few decades, including more than $250 million to preserve and enhance sensitive coastal habitat and improve coastal access. In 2011, SANDAG and Caltrans hired SWS to continue and broaden the existing public outreach effort for the NCC Program.
Our team worked with SANDAG and Caltrans to develop a comprehensive public outreach program aimed at building relationships along the I-5 corridor and informing residents and interested stakeholders about the proposed NCC Program throughout the planning, environmental review and construction processes, including developing a comprehensive stakeholder database and creating clear and informative program messages for use in all public information materials throughout the effort. New branding (including a logo and tagline) was also created for the NCC Program to help build awareness of the plans. Our team also developed project collateral materials, including a comprehensive program brochure, project newsletter, fact sheets, eblast series and PowerPoint presentations.
Because NCC represents a substantial, multifaceted infrastructure investment in the community, comprehensive community outreach was needed to highlight the importance of NCC for current and future North County residents and to keep the community informed about pertinent project milestones. Recognizing the diverse communities within the NCC footprint, SWS helped SANDAG prepare comprehensive community outreach campaigns tailored to the unique needs of the communities and neighborhoods within the project area. These separate outreach plans related to each milestone have been developed collaboratively with the project team. Plans include activities such as materials development, briefings, mailings and other communications designed specifically to educate the community about technical aspects of the project improvements in a clear way.
In addition, SWS also spearheaded the formation of an informal advisory group of roughly 10-20 community members, whose quarterly meetings serve as an additional venue to provide project status updates to the community. The working group has been well received, and the team is working to duplicate the effort in other communities.