Crossroads accepted as newest Redevelopment Project Area
Redevelopment projects will focus on revitalization and economic growth

SAN DIEGO, CA - San Diego's Redevelopment Agency announced today that Crossroads has been accepted as the newest Redevelopment Project Area. The City of San Diego's 1,031-acre Crossroads Redevelopment Project Area and Redevelopment Plan were established by the City Council on May 6, 2003, but required a waiting period before being officially adopted.

The area is located close to the Redevelopment Agency's existing City Heights, College Grove and College Area Redevelopment Project Areas of the City of Lemon Grove and La Mesa. The Project Area enjoys close proximity to San Diego State University, College Grove Shopping Center, and the Joan Kroc Center, a 12-acre family support, education, recreation, and cultural arts facility.

"We are so pleased to announce this new Project Area," said Hank Cunningham, assistant executive director of San Diego's Redevelopment Agency. "Redevelopment will give the community resources to improve the economic and physical conditions and enable them to implement the adopted community plans. In addition to the traditional toolbox of Redevelopment, Crossroads will benefit from activities and other tools, such as business improvement districts, façade improvement programs, first time buyers assistance programs and more."

The City Council vote followed more than 18 months of study and community discussions that included eight visits to the City Council and Redevelopment Agency, three visits to the City Planning Commission, and more than 120 community meetings. The Crossroads Project Action Committee (PAC), consisting of 15 volunteer members of the community recommended by a significant majority to the City Council the approval of the new Crossroads Redevelopment Project Area.

"Much of San Diego's past will have a bright future thanks to the redevelopment of the Crossroads area. This redevelopment will have a tremendous impact in revitalizing major corridors along College Avenue, University Avenue, El Cajon Boulevard and 54th Street that were once the heart of commerce in San Diego," said Councilmember Jim Madaffer. "There are numerous empty storefronts along El Cajon Boulevard and University Avenue with no prospects of new businesses coming into the area. I believe the community deserves a lot more than empty storefronts. I believe the community should have choices of restaurants, businesses and services. That is why community leaders and I are excited about the wonderful changes Crossroads Redevelopment will bring."

The focus of the Redevelopment Plan is to revitalize the properties along El Cajon Boulevard, University Avenue, Streamview Drive and College Avenue and the residential neighborhoods of Chollas Creek and Fox Canyon, and develop the Resource Based Parkland at Chollas. The goal is to address the physical conditions that exist along these corridors and to have a positive impact on the adjoining single-family neighborhoods.

The main objectives of the Redevelopment Plan include economic growth enhancement, infrastructure improvement, expansion of employment and recreational opportunities, preservation and expansion of housing, and retention and expansion of existing neighborhood supporting businesses within the Project Area.

The Agency will encourage projects that will alleviate and prevent the recurrence of blighting conditions throughout the Project Area. The projects envisioned in the Plan include commercial, industrial and residential revitalization activities, including economic development programs, very low, low and moderate income and market rate housing programs, and public infrastructure improvements.

The Redevelopment Agency of San Diego was established in 1958. Redevelopment is a tool created by state law to assist local governments in eliminating blight from a designated area, as well as to achieve the goals of development, reconstruction and rehabilitation of residential, commercial, industrial and retail districts. Blight consists of the physical and economic conditions within an area that cause a reduction of, or lack of, proper utilization of that area.

Redevelopment Law was enacted to address deterioration and decay throughout California. Deteriorating areas become centers of poverty, overcrowding, crime and disease for those who are trapped there, resulting in social and economic drains on the entire community. Redevelopment is one of the most effective ways to breathe new life into blighted areas plagued by a variety of social, physical, environmental and economic conditions that act as barriers to new investment by private enterprise.

Redevelopment activities may include the rehabilitation/reconstruction of existing structures, the redesign/replanning of areas with inefficient site layout, the demolition and clearance of existing structures, the construction/rehabilitation of affordable housing and the construction of public facilities including, but not limited to, public buildings, streets, sidewalks, sewers, storm drains, water systems and street lights. All of this contributes to general economic revitalization of an area, making it more attractive for additional investors.

Tax increment is the primary source of revenue that redevelopment agencies have to undertake redevelopment projects. It is based on the assumption that a revitalized project area will generate more property taxes than were being produced before redevelopment.

When a Redevelopment Project Area is adopted, the current assessed values of the property within the project area are designated as the base year value. Tax increment comes from the increased assessed value of property, not from an increase in tax rate. Any increases in property value, as assessed because of change of ownership or new construction, will increase tax revenue generated by the property. This increase in tax revenue is the tax increment that goes to the Agency.

The Crossroads Project Area Committee's next meeting is scheduled for 6:30 p.m. on July 24, 2003 in the Blessed Sacrament Church Basement. The PAC agenda will now focus on realization of the Crossroads Redevelopment Five-Year Implementation Plan. This is the first step in the 20 to 30 year life of the redevelopment program.

For more information on the Crossroads Redevelopment Project Area or the City of San Diego's Redevelopment Agency, contact the Redevelopment Agency at (619) 533-4233. All related documents and other resource information are also available on the City's web site at www.sandiego.gov/redevelopment-agency/crossroads.shtml.

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With an emphasis on the City's urban core neighborhoods and low and moderate income residents, the Community and Economic Development Department strives to improve the quality of life and ensure a healthy economy in San Diego through job development, business development, neighborhood revitalization, public improvements, redevelopment, social services, and revenue enhancement.