VISTA: ACCLAIMED AS "A DYNAMIC BEAUTY"

Community Profile from North County Times, May, 2004

Vista, California. Nice name. Population over 92,000. Vista means "view" but a camera can't possibly capture all the details: the sun-tipped clouds softening a cool, azure sky; westerly breezes floating inland from the sea, a comfortable eight miles away; a blue jay scattering water spray in a bird bath; hovering humming birds pausing, then darting among orange pokered aloe in relentless search of nectar…
Do you know that Vista was chosen as one of the "Fifty Fabulous Places to Raise Your Family?" That's the title of a book authored by Melissa Giovagnoli who interviewed countless numbers of people - relocation experts, real estate agents, state and government agencies, economic development organizations, school districts, chambers of commerce executives and directors at the U.S. Census who track geographic mobility. In every case, they were asked, "Where are people moving and why?"
Criteria for evaluating a list of more than 300 locations in the country, among thousands of desirable communities, focused on an almost universal agreement on what the ideal community should offer: a strong local economy with growing job and business opportunities, good schools, a diversified real estate market, low taxes, great recreation and culture, low crime, and an aggressive plan to preserve the environment.
"Even more important," Giovagnoli reported, "The best places to raise a family were ones that ware passionate about kids. If there was evidence of ongoing events, programs and activities that were child-centered, parents gave their hometown rave reviews." It must be noted here that recent passage of the School Bond initiative by the citizens of Vista validates this city's commitment to provide quality facilities for our children's educational needs.
Of the fifty places selected from this extensive nationwide list, three were chosen from the State of California, one from San Diego County… the City of Vista!
Here are the author's words explaining her decision to acclaim Vista's "fabulous features." She writes, "This dynamic beauty close to Pacific Ocean shores, has it all. Why else would the population have tripled in the past 20 years? Who wouldn't want to be in the climatic wonderland of the United States, where the average daily temperature is 74 degrees and children go to top schools and have their pick of choice recreational activities?"
With an average of 340 days of sunshine, it's only natural that fun and recreation should dominate Vista's style of life. The Vista Parks and Community Services Department operates a total of fifteen community parks - six times the national average - within its eighteen square miles. That includes theaters, museums, recreation centers, picnic grounds, athletic fields and specialty sports parks.
With housing opportunities ranging from garden apartments to ocean view estates, broad-based educational and social service programs targeted to all ages, and an aggressive Economic Development Program that has attracted more than 600 new companies and jobs for over 20,000 employees, the City of Vista is here to support the most ambitious dreams.

LOW CRIME RATE
Despite its tremendous growth, Vista still enjoys a low crime rate that is more often associated with a small town. This is testament to the close working relationship between the Sheriff's Department and the Vista community.
In addition to the main station located in the San Diego Courthouse on South Melrose Drive, the Vista Sheriff's Department maintains three Neighborhood Policing Teams which inolude bicycle and crime prevention units. These teams work in partnership with residents and social service agencies to establish a presence in the community. Another innovative community-based prevention project is the Crime Free Multi-Housing Program, a coalition partnering law enforcement agencies, landlords and tenants to keep illegal activity out of rental properties. Through education and tenant involvement, residents are able to reduce crime in their neighborhoods while property owners are helped to attract more stable tenants.
The Vista community reinforces the efforts of the Sheriff's Department through volunteer participation in the senior patrol, reserve deputy and Explorer cadet programs, and provides officers with both cooperation and moral support they need to protect and preserve the well-being and property of local citizens.
No doubt, as a positive result of these ongoing efforts, Vista has managed to achieve the greatest decreases in crime, during the last six years, of any of the 18 cities in the County of San Diego. According to the F.B.I. Crime Index for 2001, data provided by the San Diego Association of Governments (SANDAG) reveals that, despite an increase in crime among all cities in the County of 7%, Vista's crime rate actually decreased by 5% during the same timeframe. And, although Vista is the sixth most populous city in the County, it has one of the lowest crime rates.

QUALITY HEALTH CARE FACILITIES
Quality health care is of prominent concern to every community and its citizenry, and Vistans are indeed fortunate to have convenient access to some of the most outstanding health care facilities in the United States. Tri-City Medical Center, a 385-bed, acute-care district hospital offers a full range of primary care and medical-surgical services that include emergency medicine, cardiovascular and imaging services, oncology, a family childbirth center, plus hospital and home care. Tri-City Medical Center has been designated as one of "100 Top Hospitals: Regional Benchmarks for Success" three years in a row by HCIA Mercer.
The Vista Community Clinic is a private, nonprofit community clinic dedicated to providing quality healthcare and health education to those who experience economic, social or cultural barriers when accessing health care. Incorporating a full spectrum of both treatment and prevention services, the clinic has been nationally recognized for its excellent health promotion programs. The "Fund for Moms" project, which offers interest-free revolving loans for prenatal care and delivery to families without medical insurance, has received three awards in recent years from Social Compact, the Fannie Mae Foundation and the U.S. Department of Health and Human Services. In total, the Vista Community Clinic holds more than 50 government contracts including a Medi-Cal HMO under which the clinic provides managed care for its members.
Also located within a short driving distance from downtown Vista are many other leading state-of-the-art medical facilities.

FIRST-RATE EDUCATIONAL OPPORTUNITIES
The quest for knowledge and enrichment is apparent in Vista, as evidenced by the fact that this city hosts the largest branch in the San Diego County Library system, and is also the most widely used facility among all of the 32 county library branches. This 30,300 square foot library has the distinction of being a regional reference center for the county. It also has a full-service business reference center, unlimited Internet access, an active book club, and special programming to satisfy people of all ages. It includes storytelling, crafts and live entertainment which is provided by local musicians and performers. The Vista Library houses a children's library, a teen section, a conference room, a quiet study area, plus a community room that is available at no-cost to nonprofit organizations, and for private use at a reasonable fee. The Vista Library is open seven days each week.
Recognizing that a sound educational foundation is the greatest predictor of economic success, the Vista Unified School District (VUSD) has enjoyed a long-standing reputation as one of the finest school districts in the nation, with its teachers being among the highest paid. Currently, there are eleven elementary schools, five middle schools and five high schools in the district. However, with extraordinary population growth, the need to build more schools within the district posed a crucial challenge to the community's taxpayers. In March, 2002, voters went to the polls and cast their ballots in favor of the School Construction Bond with a resounding 67% majority approval, thereby paving the way to secure funding from local taxpayers along with matching funds from the state to enable the construction of eight new schools and to modernize aging schools within the district.
Several of Vista's schools have earned National Blue Ribbon and California Distinguished School honors. In addition, VUSD operates two special education schools, a technology-based charter school and two magnet schools: the Casita Center for Technology, Science and Math, and the Vista Academy of Visual and Performing Arts. Vista is also the only school district in the western states to offer a fully implemented International Baccalaureate program.
Vista is home to a number of prestigious private preschools, parochial schools, vocational schools and colleges as well - including National University, the University of Phoenix and the San Diego Golf Academy. Just ten minutes from downtown Vista are the campuses of California State University at San Marcos and two major community colleges, Miracosta College in Oceanside and Palomar College in San Marcos. Students living in Vista are able to commute to a number of other acclaimed institutions of higher learning including the University of California at San Diego; the University of San Diego; California Western School of Law; and U.S. International University.
In order to maintain a skilled employment pool, the pro-active Vista business community works closely with academic institutions to provide training of relevance to the local economy. For example, the Vista Economic Development Association (VEDA) has an educational component that offers on-site English and blueprint reading instructions to workers at business parks. In addition, the Vista Adult School, accredited by the Western Association of Schools and Colleges, provides vocational training in business and computer applications, and health and service occupations.

MANY ACCOMMODATING PLACES OF WORSHIP
Religion is acknowledged as "the soul of the community." The city's first place of worship was the Community Church of Vista, still actively attended after 70 years following its dedication in 1932. Today, Vista has more than 60 churches, synagogues, temples and mosques that serve the spiritual needs of the diverse English, Spanish, Chinese, Korean, Vietnamese and Samoan speaking citizenry. The congregations' devotion to the community, as evidenced by their ecumenical efforts to care for Vista's homeless, provide inspiration for the challenges of today, and promise for tomorrow.

PROGRAMS AND EVENTS FOR EVERYONE
Special attractions are enjoyed in Vista by residents and visitors alike. Currently spanning 279 acres - with more to come in the near future - within the city limits, many state-of-the-art facilities provide a rich offering of programs and events designed for the enjoyment of everyone, from tots to seniors. Last year, nearly one million people participated in city-sponsored programs.
Vista is the home of the Wave Waterpark, the only family aquatic center in North San Diego County. The Moonlight Amphitheatre and the recently renovated Avo Playhouse draw thousands of Southern Californians each year to experience award-winning dramatic and musical comedy productions that have transformed Vista into a cultural hub. The Rancho Buena Vista Adobe is filled with hands-on educational and research material and documents by which students and visitors can trace local history.
Day camps, arts and crafts classes, bridge tournaments, golf clinics, dance workshops, piano lessons, amateur theater productions, and CPR training are just a few of the many activities offered through the Parks and Community Services Department. Vista also boasts the largest youth volleyball and basketball programs in all of San Diego County. Organizations devoted to youngsters flourish in Vista. Girls, Inc., the Boys and Girls Club, scout troops, campfire groups and youth theater troupes are avidly supported by local residents and businesses.
Because of its close proximity to some of the most scenic golf courses in the world, Vista is part of North San Diego County's golfer's paradise and home to the Shadowridge Country Club and nearby Vista Valley Country Club. Recreation venues such as Boomers (formerly known as the Family Fun Center) provide enjoyable ways, like miniature golf and go-cart races, for families to have fun together. Friday and Saturday are "Rock n' Bowl Night" at the Vista Entertainment Center where 24 leagues accommodate adult, senior and junior bowlers in year 'round competition on 40 lanes.
Vistans have always enjoyed their heritage. Check the calendar on almost every month of the year and you'll find a special event scheduled, such as the July Fourth Celebration, the Tour of North County, the Square Dance Festival, the Scottish Highland Games, the Mariachi Festival, Cinquo de Mayo, and the Fiesta de las Flores, among others.
Vista's central location offers quick accessibility to the ocean's beaches, the mountains, Mexico and world-famous attractions including the San Diego Zoo, Wild Animal Park, SeaWorld, Legoland, and Disneyland.
A magnificent multiplex stadium-seating movie theater will soon be constructed as an anchor attraction for the large-scale re-development project which will also house a variety of popular retail stores and restaurants, bordered by gorgeous landscaping and a unique creekside promenade in a park-like setting.
An ambitious project is now under construction at the crest of the city's Brengle Terrace Park. Here, 15 acres will soon be graded for a world-class botanical rainforest in which a canopy of exotic palm trees will embrace thousands of beautiful orchids, bromeliads, platyceria and other rare plants. It will provide a research and educational center for the benefit of this and future generations. With the botanical forest in place, the City of Vista will, predictably, become an ideal tourist location, attracting people from all over the world.

PROSPEROUS ECONOMIC DEVELOPMENT
Economic growth is vital to the success of any community. Visionaries understood the need to combine the talents and resources of leaders in the private and public sectors to formulate a plan. The year was 1984. The real challenge was trying to determine the appropriate mechanism to encourage this economic development. When Vista began this effort, they evaluated economic development activities, agencies and programs that were in existence at that time. It was established that most, if not all, economic development activities were either driven solely by the public or private sector. A combination of both types of entries could elevate these programs to a higher plateau. The City and local leaders realized that a partnership between private firms, local government, and non-profit industrial development groups could create an environment that would help local firms to prosper and expand.
A triad partnership was formed in Vista to include the City, the Chamber of Commerce and business/industry. The Vista Economic Development Association (VEDA) was created at that time. A 1200 acre site was developed in South Vista. This became Vista's Business Park. Initially, VEDA's founders projected a 25-year timetable to develop and build out the Business Park. But, by 1999, their original expectations were exceeded by a remarkable ten years! Much of the success of this endeavor can be credited to adherence to the philosophy of "building for quality, not quantity."
Consistently, over the years, VEDA has been in the forefront of promoting our city, by encouraging companies and developers to consider Vista as a prime location for new facilities, as well as motivating existing businesses to relocate here. VEDA's messages are carried in regional, state and national professional publications. Representatives from VEDA join with the city's business community to promote the local community at select trade shows and industry meetings. In addition, VEDA serves as a fine-tuned marketing channel designed to help sell or lease properties by providing its members with databases, mailing lists, and comprehensive information on major local businesses. VEDA keeps its membership informed through networking, regularly scheduled meetings, special programs such as Human Resource Directors workshops, and through newsletters, directories, profiles and maps as well as via the VEDA web site: www.vistaeda.org.
Through the years, VEDA has continued to set new goals and increase its membership. The organization's three committees - Membership, Attraction, and Retention - are led by dedicated leaders. VEDA's Mission Statement reads: "To enhance the economic growth of the Vista community by attracting and maintaining major businesses." In this endeavor, they continue to succeed.

VISTA: A FORMULA FOR PROGRESS SUSTAINED BY LOCAL GOVERNMENT
In 1926, the Vista Irrigation District was established, catapulting Vista from a strictly dry farming and ranching community into an agricultural boomtown that produced avocados, grapes, lima beans and citrus fruit for major markets. In 1963, the local citizens expressed their desire for self-determination by adopting a city council-city manager form of government. Accordingly, the City of Vista was officially incorporated in January of that year. Today, all elected members of the City Council, including the mayor, discuss and vote on city business at public meetings conducted at the Council Chambers, located at the City Hall Complex, 600 Eucalyptus Avenue in downtown Vista. All are elected to four-year terms with elections staggered every two years. Fiscal responsibility sets the tone for all council decisions. Support and counsel are provided by the City Manager and the City Attorney. To enhance the quality of life in Vista, the City Council has advanced a strategy that is characterized by intelligent growth.
Consulting with developers, business groups, religious organizations, social service agencies, law enforcement and the citizens, the City Council has been careful to preserve the integrity of Vista while promoting a sound infrastructure, strengthening schools, improving services, developing quality affordable housing and reducing crime.
In achieving these goals, the City Council has demonstrated exceptional prudence in identifying and recruiting preferred businesses to the area that are able to complement the sum and substance of the community while generating needed tax revenues to sustain progress.