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Chula Vista City in San Diego
Raha Albeshr
Principle of City Management
Chula Vista City in San Diego
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Chula Vista City in San Diego
The city I have chosen is Chula Vista. Chula Vista means “view that is beautiful”. Indeed the city
does justice to its name. In San Diego, Chula Vista is the second largest city, whereas in Southern
California it's the seventh largest city. According to the census of 2010, population of this city is
243,916. The population density per square mile is 4682.2. However, community wise White
constitute 53.7% of population, Native American constitute 0.8% of total population, African
American constitute 4.6% of total population, Asian constitute 14.4% of population, Pacific
Islander has a share of 0.6% in total population and other races has a share of 20.2% in total
population of the city. Census shows that about 99.3% of the total population lived in households
and the rest lived in institutionalized and non-institutionalized groups. 27.9 percent of the
population was under 18, 10 percent of population aged 18-24, 28.9 percent of the population
aged 25-44, 23.1 percent of population aged 45-64 and 10 percent of the total population was the
age of 65 and older.
Chula Vista is a Spanish name. South Bay is the region of San Diego where this city is located. It
is 12 km away from downtown San Diego and 12.1 km away from the Mexican border. The city
is surrounded by the foothills of Jamul and mountains of SanYsidro. At the east and west
extremes of Chula Vista, San Diego Bay is present. However, at the north and south extremes of
the city,Otay River and Sweetwater River is present. Chula Vista is the largest geographical
entity of the region. 52.1 square mile area is occupied by the city, whereas 49.6 square miles is
covered by land and the rest of the area is covered by water which makes around 4.73 percent of
water.
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Chula Vista City in San Diego
Chula Vista offers exceptional opportunities to business communities. The city provides
economic growth and prosperity to the startups. The business friendly environment of the city is
the source of development. Small business communities are actively taking part in the business
affairs of the city. The economic growth and development of the city is more dependent on the
small business communities.The Comprehensive Annual Financial Report of 2014 publicized
Sweetwater Union High School District, Chula Vista Elementary School District and United
Technologies Aerospace Systems as the top employers in the city.
Moreover, tourism is also playing its significant role in the economic development of the
city.The notable attractions of the city include Aquatica, Harbor/Marina, Otay Valley Regional
Part etc. This city attracts the tourists from all around the world. The economic development
initiatives of the city have improved the infrastructure of the city, and prepared the skillful
workforce. Chula Vista provides some unique places for entertainment. It has beautiful outdoor
malls, for example Otay Ranch Center, Chula Vista Bayside Park etc. The clean water, clean air
and clean land are some other important aspects that make Chula Vista a unique city.
The Chula Vista chamber of commerce is the non-profit, non-sectarian and not- partisan
organization. It was established in 1927. It has more than 750 members. The mission of this
organization is to form an association between professional people and business community
through partnerships which promote the culture of free enterprise system. The organization’s
structure includes Ms. Lisa Cohen as the CEO and Ms. Marcy Weaver as General Manager of the
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Chula Vista City in San Diego
organization, Ms. Alicia Ontiveros as a bookkeeper, who work under CEO. The Executive
Committee includes the president and vice presidents.Kavin Marshall is the current president of
the organization. Moreover, the organization includes the team of board of directors and
Committees. For example Public Policy Committee, Economic Development committee,
membership committee, Education Committee and International Business Committee. These
committees are the functional departments of Chula Vista chamber of commerce. The top
management including CEO, Director,Chairman and co-chairman of the committees forms the
leadership team of the organization. The organization has community of members, which form
the contractual services relationships with the organization.
As I mentioned before the Chula Vista chamber of commerce is non- profit organization so its
funding sources are similar to other non-profit organizations, for example, charities by its
trustees, taxes, earnings through developmental projects and government grants. The goal of the
Chula Vista chamber of commerce is to promote the free enterprise atmosphere. The Chula Vista
chamber of commerce believes that economic development is the vital sources of future growth
of their community. However, the responsible city government is also necessary for the creation
of healthy business climate. The online quarterly newsletter published by the Chula Vista
chamber of commerce informs its members about the upcoming activities and events in the city.
It also includes the brief legislation that has an impact on the business community. The members
of the Chamber are working hard for the prosperity and development of new businesses and
commerce across Chula Vista.They have also played a significant role in the increase in
employment opportunities.
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Chula Vista City in San Diego
So the objectives of the Chamber are to address the issues affecting the community of Chula
Vista, for example economic development, development of infrastructure, healthcare,
transportation, environment and education.The goal of the Chula Vista chamber of commerce is
to provide a business retention and expansion program that provides all the pertinent information
of licensing, zoning and other requirements including estimated costs and time frames for
startups. It helps the business owner to make effective decisions. The Chula Vista chamber of
commerce has assisted many startups across the city and fulfilling their responsibility effectively
by providing information and guidance to new residents and tourists. That is the reason why
Chula Vista provides business-oriented atmosphere.
The three key issues that Chula Vista has faced include jobs, housing, and education. Around
83,000 residents of Chula Vista went out daily to work out of county which cause blocking on
the roads and highways and reduction in the sales tax revenues and also make it difficult for the
residents to spend time together.The residents of Chula Vista lack an access to 4 years university
program.
It is very important to bring the employment opportunities back to Chula Vista. The projects like
the advancement of Bayfront plan, 4-year university program, and The Millennia Village can
solve these issues of employment for the residents by creating high paying jobs. The addition of
more attractions at Bayfront will attract the tourist from all around the world. In this way,
revenue can be collected to repair streets and footpaths. The establishment of the university is an
important step to resolve this issue so that residents can have an access to higher education.The
university will be the source of innovation, research, and development, it will provide the
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Chula Vista City in San Diego
research incubator that will attract the startups and create quality jobs in the city for the graduates
and residents.
The projects like Bayfront and the Millennia Village will create jobs and also provide the
housing facilities for current residents and future residents of Chula Vista. These housing
facilities will be affordable and safe for the people. They will also provide a devoted place for
commerce and businesses. These projects will increase the revenues for the city. That revenue
can be used in infrastructure and improving the police and fire department services. Jerry
Rindone who was the mayoral candidate in his office at Chula Vista put light on the importance
of university at the city. His father was the founder of Southwestern College in 1961. Being a
life-long resident of Chula Vista he was is aware of key issues of the city. He described his aim
of having a partnership university with the local elementary schools and the high schools. In this
way, academic achievements will increase as well as the passion for learning in students will
increase.The university will be the investment in the future of the children of Chula Vista. This
will improve the lifestyle of the people.
Homelessness is another very important issue of Chula Vista. However, the Chula Vista police
department is working hard to address homelessness related issues. The Chula Vista Police
Department (CVPD) believes that every individual is important and of great worth. Some people
of Chula Vista are living without a home by choice or due to some unfortunate circumstances.
CVPD attaches no moral judgments on such homeless people. The homeless citizens do face
some societal and environmental issues related to the living conditions. These issues affect the
businesses, residents and homeless people themselves.
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Chula Vista City in San Diego
However, CVPD has established a Homeless Steering Committee to balance the needs of these
groups. The Committee also promotes the healthy and quality lifestyle. The Committee consists
of police officers, representatives of community outreach organizations and public safety
analysts. The primary job of the Committee is to resolve the societal and environmental issues
that affect the quality of life at Chula Vista. These issues are basically related to homelessness. It
also develops strategies to deal with the issues and implement those strategies effectively for the
betterment of citizens.
Police department works hard to maintain law and order, provide safety to the citizens, and
provide healthy, safe and family- friendly environment in the public areas like parks and
shopping malls.
The homelessness does not directly affect the operations of businesses but other societal issues
like (trespassing, public drinking, wandering) can have a negative impact on businesses. It is the
duty of the police department to treat everyone with respect, fairness, and dignity.
According to the recent annual Comprehensive Financial Report, the city earned the revenue of
$322.9 million, and the expenditure was $287.5 million. The present Mayor of Chula Vista is
Mary CasillasSallas. The city has multiple California State Routes and Interstates.
Despite the issue of homelessness the municipal government is striving to provide luxurious
houses to the residents and newcomers. The communities of Eastlake, Rancho Del Rey, and
rolling Hills provide the breathtaking lavish houses and amazing living experience. These
communities are the beautiful representation of Chula Vista housing.
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Chula Vista City in San Diego
Chula Vista is considered as a hub for many organizations and service clubs, for example, Elks,
Rotary Club, Kiwanis, and the Masons etc.A number of Civic organizations exist at Chula Vista
to organize public participation in community issues, for example, the Chula Vista Chamber of
Commerce, the Third Avenue Village Association, and the Eastlake Business Association. All
these organizations provide an effective leadership to resolve the issues of the community. The
city services are supported by the foundations and non- profit organizations.
Social services department is working day and night to provide the improved lifestyle to the
residents of the city. To support the youth and families the Chula Vista Community Collaborative
is famous.Meals and Wheels provide food to local seniors. The local youth is being supported by
Boys and Girls Club it provides safe environment to boys and girls who want to socialize, learn
and grow. All these organizations are working their best to fulfill all the needs and want of the
residents of Chula Vista.
Chula Vista is full of outdoor recreations. It provides parks, open spaces, and expensive traits.
These recreational programs provide the residents safe, clean and accessible environment. The
Recreational Department offers various programs for adults and youth. It offers more than 2000
classes for personal grooming such as pre-schools, swimming classes, sports, gym, creative arts,
performing arts and dance classes. These programs are offered at low cost and some of them are
even provided free.
The city has a variety of retail opportunities. It has the dozen of shopping plazas with hundreds
of specialty retailer. The shopping malls provide community gathering spots, and plenty of
commercial places and residential choices. The campaign has been started named “Shop Chula
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Chula Vista City in San Diego
Vista Now”. Its sole purpose is to encourage shoppers so that they visit local shops. This
campaign can increase the sales revenue for the city. It also promotes the wide variety of
business in “Chula Vista Urban Orchard.”
Chula Vista is rich in Veterans Heritage. It never forgets those who fought for the freedom of the
people. The United State Census of 2011revealed that 18,000 post service veterans has resided
in Chula Vista.
References
Carroll, M. C. (2014). Building Economic Prosperity in San Diego. The Role of Community
Colleges in Regional Economic Prosperity.
Chula Vista Chamber of Commerce . (2016). Retrieved Sep 28, 2016, from Chula Vista Chamber of Commerce : http://www.chulavistachamber.org/
City of Chulla Vista . (n.d.). Retrieved Sep 28, 2016, from City of Chulla Vista : http:// www.chulavistaca.gov
Rindone , J. (2014, Oct 31). Jerry Rindone: The Three Key Issues Facing Chula Vista. Times of San Diego.
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