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Home My WebLink About2010/11/23 Item 2 R EYE . S Architects II Wednesday, November 03, 2010 Chula Vista Redevelopment Corporation 276 Fourth Avenue Chula Vista, CA 91910 Esteemed Mayor, Councilmember's and fellow Board Members: I would like to submit my resignation to the board of the Chula Vista Redevelopment Corporation. It has been my pleasure to serve the City of Chula Vista for the last three years and I hope that my efforts have furthered the growth of the city and the redevelopment efforts in revitalizing the hearth of the City. I am a firm believer in the future of Chula Vista and I will continue to support the growth of the city in any way I can but at this time I feel that it would be better to relinquish my seat. I have developed close relationships with city staff and fellow board members and I look forward to continuing those relationships. There is no good time when to say that you have completed your task. I always look at the work like a great canvas, which ones begins with great merit and goals, but sometimes the true secret for this great canvas is not in how much you put into it, but when you decide to stop, admire it and let it evolve. Approximately 3 years ago, the mayor and city councilmember's bestowed upon me the responsibility to assist the eVRC into the redevelopment efforts of the west side of our Greater City of Chula Vista. During this time we have seen great strides made through planning efforts, unique grassroots programs, and always looking out for the catalyst project. Our efforts with the redevelopment agency have focused primarily on reestablishing the west side as a new vibrant community. Yet for all our efforts this change comes much slower than we anticipate. During my last year, I began to notice what should the role be for the CVRC, is it really to pave the way for future redevelopment with new infrastructure, create new programs to revitalize certain commercial corridors, provide affordable housing to a much needed community, reinvest in the area. Yet, up until a few months ago, I began to see redevelopment as a sponsor a promoter. My fondest memories as a child was coming to downtown Chula Vista, with my parents and having to walk or ride through Candy Lane, and afterwards enjoy a great family dinner at Filippis. However, we cannot recreate those memories, but we can reintegrate that same concept and experiential quality into something new and much greater. We need to attract people from afar to come to our city to have a unique experience, and take those memories with them which they will cheris," and share with others; creating testimonials; the best kind of marketing, personal experiences. hreyes@REYESarchilec!s.com I 2220 Olay lakes Road' Suite 502 - Box 319' Chula Vista' CA' 91915 I PH (619) 216-8965 10f3 2-1 R EYE . S Architects .. Hence redevelopment as a promoter of events: . City of San Diego has Christmas at the Prado, we have our or had o Candy Lane on Third Avenue . Taste of Chula Vista comes to DownTown, The Marina, The Nature Center . Why can't we have an lee skating ring in downtown Chula Vista for the Holiday Season, sponsored in part by the redevelopment agency? . We have no galleries or museums to perpetuate and celebrate our talents and showcase others. . Festivals and Parades (The starlight) what a great tradition. . Let us find a sponsor for the 4th of July Fireworks, will the CVRC step up to the plate. . Farmers Market on our main avenue - 3rd Avenue, not a hidden street which turns into an alley. Be proud of it. To those who believe that the event actually hinders their businesses, we need only look to San Luis Obispo, a small town that has created the a weekly social phenomena every Thursday on Higuera Street, it has become the regional draw, and with it, it has provided a greater economic stimulus to the merchants once the Farmers Market winds down. The streets are abuzz with lively locals, visitors and tourists. Yes, yes this cost time, energy and money, but the alternative to nothing is far worse. They will create a buss of change without bricks and mortar. This change will than spill over into the quality of life, community pride, key factors for the west side. Where is my park? It has always been in front of you, however due to bureaucratic technicalities, naming games; they do not exist, per se. Every School on the west side has a great location within the hearth of every community, but they also poses sports fields, plazas, courtyards, food courts, promenades, open space; (doesn't this sound like a park), however in the planning books it is seen as a school site; for the schools it is seen as private use for their students. If we were to overcome this potentially with non-profit particip~tion in running after schools programs, shared buildings and uses, new facilities which are open to all, than we can dramatically reduce the park shortage on the west side, and achieve a balanced distribution within the community. There are only so many Starbucks to go around, this means that for all the mix-use planning that we make, we do not have enough retail to fill it. Really, mix-use as a catalyst for CIVIC ANCHORS During my tenure I have come to notice a new focus on mix-use projects, we always associate them with the traditional (residential-office over retail) that is about it, when the reality is that we are leaving our selves short. Civic mix-use projects are the hearth and soul of mix-use they provide the true civic anchors which to draw upon. . Who says that the library has to be on the first floor, why not the second? . Who says that the fire-station quarters and other secondary functions cannot be on the second floor? . Institutional mix-use (schools with non-profits YMCA) providing and bridging the gap for our youth. This can create vibrancy and excitement to which to draw upon. We begin to create communities with experiential qualities which can now compete against the East side of Chula Vista at the same level; The creation of not smart growth communities but of diversified and unique destinations. hreyes@REYESarchilecls.com I 2220 Otay Lakes Road' Suite 502 - Box 319' Chula Vista' CA' 91915 I PH (619) 216-8965 2of3 2-2 R EYE . S Architects It Experiential Branding Work with community and stakeholders to establish a direction that: . Creates a distinct and authentic sense of place. . Weaves together the places, businesses, people and their stories. . Helps restore the price of local culture and history . Stimulates economic development . ~ultivates community interaction . Helps expand security by enlivening the streets with activity and residents These are all key ingredients to helping districts become and remain relevant and competitive in the face of rapid change. Find ways of assisting planners, developers, and stakeholders zero in on the lifestyle choices (interests, attitudes, and opinions) that differentiate individuals and their communities. Such insights are vital in the decision-making process to keep businesses current, relevant and profitable. We must uncover the heritage and unique qualities of a specific community in order to make its identity central to the design of new development or redevelopment projects; and identify the site's and or projects "DNA" to cultivate the building blocks necessary for positive growth. In every case, the neighborhood's unique orientation is key to long-term economic and cultural prosperity. OUR COMMUNITY MUST weave together experiential qualities which than enriches the lives of the stakeholders through active and passive complimentary uses through a choreography of experiences. The following is a summary of guidelines and ideas for your projects: . Consistency and Understanding of the Community "VISION" and "GOALS" . Community pride . Quality of life Diversity and Heritage . Creating a destination . Adherence to Construction budget and Timelines GREEN SUSTAINABILlTY + ECONOMIC SUSTAINABILlTY . FORM FOLLOWS CULTURE Where ;s the hearth of the Community and the glue chat binds it all together? Thank you Mayor, councilmember's and fellow Board Directors for the honor of serving the Great City of Chula Vista, and look forward to working with you and our community in the future. Respectfully, au IV~ Hector A. Reyes, AlA President, CEO Reyes Architects , hreyes@REYESarcMecls.com I 2220 Otay Lakes Road' Suite 502 - Box 319' Chula Vista' CA' 91915 I PH (619) 216-8965 3of3 2-3