San Diego, CA
Tijuana, BC
Federal and state transportation leaders
Mexican officials
U.S. Customs & Border Patrol
Local elected officials
Environmental leaders
Trucking industry
Southwest Strategies was tasked with communications and public outreach for the over $1 billion State Route 11 expansion and creation of a state-of-the-art port of entry facility in eastern Otay Mesa. The new port of entry will use dynamic tolling to reduce border wait times and greenhouse gas emissions. Our project team faced challenges due to managing fluid international relationships with diplomacy and the sheer complexity of the project messaging.
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Southwest Strategies implemented an integrated communications strategy to connect with all partner agencies and stakeholders through tailored outreach. We developed print and digital collateral materials, including fact sheets, postcards, eblasts and social media posts to reach key audiences quickly and effectively. Southwest Strategies worked in conjunction with SANDAG and Caltrans to inform and engage elected officials, residents, businesses, community organizations and property owners as developments unfolded. Southwest Strategies also worked to put on major milestone events, including the signing of a memorandum of understanding between the State of California and Mexico and the Otay Mesa East Development Summit, moderated by California Lieutenant Governor Eleni Kounalakis, which featured attendees like the U.S. Ambassador to Mexico Ken Salazar, the Baja California Governor Marina del Pilar Ávila Olmeda, and other local, state and federal leaders. Southwest Strategies will continue to manage outreach efforts and plan milestone events through design and construction of the new port of entry, which is expected to open in 2026.
✓ Strategic planning
✓ Message development
✓ Bilingual materials
✓ Stakeholder engagement
✓ Public education
✓ Special events
