Vision Document

1. INTRODUCTION

As the Pajaro Valley enters the new century, community members have come together to create a long term vision for the next 20-50 years that preserves and enhances the Valley’s economy and environment while improving the quality of life for its people. In order to capitalize on the Valley’s unique assets including its location along California’s central coast, its diverse population, and its rooted agricultural economy, the community has identified both challenges and opportunities that are important considerations in defining a vision for the future. This document is meant to serve as a shared vision for the Pajaro Valley community. It offers a broad, inclusive and diverse set of ideas and priorities designed to guide the Valley into the future.

1.1 Overview of the Vision Process

Visioning is the process by which a community comes together to create a long-range plan that will define the future social, economic and physical development of their community. Members of the Pajaro Valley community have come together to create a strategic plan that embodies the shared vision of the Pajaro Valley residents. The visioning process was begun in 1998 and will continue through May 2001. It was initiated by a wide variety of community interests including business, government, agriculture, labor, education, health and environmental stakeholders. Representatives from these diverse interests came together to form Action Pajaro Valley, a non-profit organization that is sponsoring the visioning process. The mission of Action Pajaro Valley is to facilitate an on-going collaborative process for planning and creating a positive future for all residents of the Pajaro Valley. Action Pajaro Valley has initiated and facilitated a number of community outreach activities including a Vision Festival and community workshops in order to provide all residents of the Pajaro Valley with the opportunity to help define the area’s vision. The community outreach component of visioning process revolved around an open, inclusive community dialogue that is focused on getting all parts of the community involved in sharing ideas about the future of the Pajaro Valley. The desired outcome of this process is to enhance the quality of life in the Pajaro Valley area through tangible, implementable strategies and action plans that can serve as a guide for the community into the future. The visions in this document set the overall tone and direction for the Pajaro Valley, covering a broad array of interests and sectors within the community. Future community decisions-by both governmental agencies and community collaborations-should be consistent with these visions. While these visions are long-range goals, it is important to note that they are not static. They are expected to change as the community and its leaders adapt to new circumstances and knowledge arising from the implementation of the original visions. The strategies and action plan that grow out of these visions will be developed in the next phase of the visioning process. The timeline in Figure 3 shows the key phases of the project: creating the vision, developing the strategies and action plans to implement the vision, and finally implementing the vision. The goal of the process is to establish an action plan that is adopted and implemented by the people and government agencies of the Pajaro Valley. Publication of this document completes the "creating the vision" phase.

1.2 The Vision Document

This document synthesizes and analyzes the results of an extensive community outreach effort that involved over 1,200 community members throughout the Pajaro Valley. It includes qualitative information from the Vision Festival weekend, approximately 50 smaller community workshops (see Appendix A for inventory of community workshops), and individual interviews and outreach throughout the community. The Vision Festival weekend was a three day-long kick off event, October 9-11, 1999, in which over 250 participants shared their ideas for the Pajaro Valley’s future, learned about the visioning process and browsed over twenty interactive booths from area government agencies, non-profit organizations and others. A report summarizing the weekend’s events and the input received from participants is available from Action Pajaro Valley, 25 E. Beach Street, Watsonville, CA 95076 and on the internet at www.actionpajarovalley.org. In addition to the Vision Festival weekend, members of the Action Pajaro Valley Board conducted over fifty small group workshops to collect input from community members. Workshops were conducted with diverse groups ranging from ESL classes, environmental, arts and recreation organizations, seniors, neighborhood groups, schools, the Chamber of Commerce, local business owners, City staff members, and non-profit organizations. Action Pajaro Valley also organized a Business Luncheon in which over 100 community business owners discussed the Valley’s future. The outreach effort allowed hundreds of residents spanning a range of ages, income levels, and ethnicities to become engaged in charting the direction of their community. These activities directed community members to define the Valley’s assets, issues and challenges, and describe their vision for the future. This vision document is organized into the following sections to summarize the results of these efforts:

Assets and Opportunities

Visions for the Future

Issues and Challenges

The detailed findings from the community workshops are transcribed in Appendices B. These findings came from the workshop facilitators and the vision cards distributed to all community participants. The vision cards asked community members to identify the three most significant issues and challenges facing the Pajaro Valley in the next 20 years. The cards also asked participants to describe their ideal visions for the future (see Figure 2).

Fill out our Vision Card to make your Voice Herd!

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2. ASSETS AND OPPORTUNITIES

The Pajaro Valley is an established and vital community with many natural, cultural, and economic resources. Throughout the initial stages of the community visioning process, community members identified some of these existing assets and opportunities. The following statements represent a high level of community discussion and agreement.

2.1 Unique Natural Environment

The climate, beaches, hillsides, sloughs, rivers, wetlands and open spaces all contribute to a unique ecosystem that makes up the Pajaro Valley’s natural environment. The scenic qualities of this environment attract people from all over to the Pajaro Valley. In addition, these features provide a healthy environment for the Valley’s residents and opportunities for recreation space and outdoor activities. Finally, this unique natural environment provides an important protective habitat for the Valley’s diverse wildlife.

2.2 A Diverse Community

The Pajaro Valley is made up of many different ethnicities, age groups and socioeconomic classes. This cultural heritage and diversity is an important asset in maintaining a balanced community that fosters social understanding and tolerance. In addition, a diverse community has the opportunity to celebrate and enrich itself through the artistic and cultural activities that come with multiculturalism and economic mainstreaming.

2.3 A Strong Agricultural Economy

The Pajaro Valley is home to some of the most fertile and productive agricultural land in the world. The fruits, vegetables and flowers that are farmed on this land are the driving forces behind the Valley’s vast and thriving agricultural economy. There are many opportunities related to agriculture in terms of organic farming and eco-tourism. The agricultural economy is an important asset for the Valley in bringing jobs and revenue to the Valley’s residents.

2.4 A Growing Youth Population

As the median age of the Pajaro Valley community becomes younger, there is an opportunity for the Valley to capitalize on the assets that young people bring to the community. The Valley’s young people can contribute to an expanding workforce and bring energy and vitality to the community.

2.5 Community Character and Sense of Community

Residents of the Pajaro Valley community have a strong identity and sense of community. As a result, the Pajaro Valley has retained a "small town" feel, local character and many of its historic buildings throughout its history. These qualities are assets in allowing the Valley to emphasize its natural environment, diversity and historic preservation and legacy.

2.6 Strong Industrial Base

There are several industrial and manufacturing firms headquartered in the Pajaro Valley. Frozen food, food processing, construction materials manufacturing, construction, and many other business sectors contribute greatly to the Valley’s economy. The strong industrial base is an important asset in terms of economic development as well as employment of the Valley’s residents. It also provides many opportunities for workforce development.

2.7 Labor Force

One of the Valley’s most important assets is a large and growing labor force. The availability of workers and employment training programs offer opportunities to attract economic development and to strengthen support for the Valley’s existing economy.

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3. VISIONS FOR THE FUTURE

A vision statement is usually thought of as a desired end state-an ideal future. A vision may not be achievable all at once or even for many years, and certainly not without the efforts of many individuals and institutions. The following vision statements represent the input and discussion of over a thousand community members in the Pajaro Valley. They cover a wide range of topics and establish a framework for future strategies and actions and a bench mark from which to evaluate future proposals. The challenge for the Pajaro Valley community is to find the appropriate balance when developing strategies and action plans based on the following vision statements.

In the future, the Pajaro Valley has...

3.1 A Well-Planned Community

The Pajaro Valley community has a well-conceived, well-collaborated set of plans to guide decision making and resource allocation that affect the Valley’s people, its economy and its land. Neighborhood organizations, local and regional agencies, government, and the private sector all work together in a process of continuous planning and improvement.

3.2 A Sense of Place

The Pajaro Valley retains its character as an attractive coastal community and agricultural valley by growing slowly and sustainably and by emphasizing its history, diversity, and natural environment. The Valley has an appropriate balance of land uses including housing, places of employment, places for shopping, parks and open space, and agricultural land. A vibrant downtown draws residents to shop and stroll. The Valley’s infrastructure, including transportation, utilities and facilities, efficiently serve these places and the community at-large.

3.3 A Healthy Natural Environment

The Pajaro Valley is an environmentally responsible community serving as a model for other areas. It seeks sustainability by balancing economic vitality, social well-being, and ecological health for current and future generations. The Valley community maintains the natural environment and protects the natural character of its beaches, ocean views, hillsides, rivers, sloughs, wetlands and other environmental resources, while providing a diverse range of recreation opportunities for Valley residents and habitat for wildlife.

3.4 A Strong Agricultural Base

The Pajaro Valley continues to support its agricultural base. There is a balance between the preservation of agricultural land and the development of land needed to support the Valley’s growing economy. The community supports the agricultural industry and its workforce by providing the necessary services and amenities.

3.5 Affordable, Accessible, and Comfortable Housing

The Pajaro Valley has a range of housing opportunities that respond to the diverse needs of its residents. A variety of housing is available and accessible to all segments of the Pajaro Valley population including seniors, farmworkers, and community members of all income levels. The growth in the housing supply matches job growth in the area, ensuring that those who work in the Pajaro Valley are also able to live there. Housing is both affordable and safe for the Valley’s residents. New housing is designed to foster and preserve a sense of community and the natural aesthetic of the Pajaro Valley.

3.6 Healthy, Safe and Secure Neighborhoods

The Pajaro Valley is a community where children, youth, families and seniors feel safe and secure. There is a wide range of recreational opportunities and community services available to all of the Valley’s residents. The Valley’s youth population has access to myriad community resources. The community provides and cares for people during good times and times of crisis. All of the Valley’s residents have access to quality and affordable health and social services.

3.7 An Educated and Active Population

The Pajaro Valley emphasizes the importance of providing exceptional educational and vocational opportunities to community members of all ages. The community is dedicated to educational excellence and believes in lifelong learning. The Valley’s youth population has access to first-class schools and a variety of high quality educational opportunities. Community members in the Pajaro Valley have the educational and vocational skills necessary to create a diverse local workforce with low unemployment and living wages. The people of the Pajaro Valley are always re-thinking and re-inventing a workforce that functions well in a dynamic economy and responds to local economic demands.

3.8 A Balanced Economy

The Pajaro Valley has a flourishing and balanced economy and encourages a broad range of high quality employment and entrepreneurial opportunities. The community has developed this vital, prosperous and stable economy while maintaining the Valley’s "small town" feel and protecting its natural resources. The Valley maintains a healthy downtown and neighborhood centers. The community promotes private economic development that can support the public services and amenities that ensure a high quality of life for the Valley’s residents. There are a variety of diverse employment opportunities that serve the Valley’s workforce. Private and public sectors within the Pajaro Valley cooperate to enhance economic vitality and participate in regional economic development efforts.

3.9 A Strong Community Identity

The Pajaro Valley is an inclusive, diverse and tolerant community that welcomes and celebrates all people. The community supports and is enriched by the arts and its diverse cultural opportunities. Community building, cross-cultural and intergenerational understanding, and neighborhood pride are all features of the Pajaro Valley’s community identity.

3.10 A Viable Water Supply

The Pajaro Valley community recognizes the importance of water to the area’s economic, environmental and social well being. The Valley is engaged in regional planning efforts in order to ensure that there is adequate water for the Valley’s economy and community, an effective flood control plan, and environmental protection measures that ensure clean rivers and sloughs and vital wildlife habitats.

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4. ISSUES AND CHALLENGES

Throughout the visioning process, community members of the Pajaro Valley discussed some of the major issues and challenges faced by the Valley. These challenges include social and demographic changes, economic decline, and environmental and land use pressures. They provide a framework for the strategy teams who will be developing strategies throughout the coming year. The strategies that these issues and challenges will be developed in the next phase of the process. The following information represents the content of this community discussion.

4.1 Land Use/Transportation

Comprising approximately 120 square miles, the Pajaro Valley has several important issues related to land use. Balancing the desire for urban development to support the Valley’s economy and growing population with the desire to preserve the Valley’s agricultural lands and natural resources is a complicated yet imperative issue. Planning for land use that can accommodate an efficient infrastructure system including transportation, water and municipal services will be a critical challenge for the Pajaro Valley. In addition, protecting the Valley’s vast environmental resources, including wetlands and streams, beaches and open spaces, wildlife habitats and other biotic resources, is central to preserving the quality of life for Valley residents.

4.2 Agriculture

With a mild climate and naturally fertile soil, the Pajaro Valley is home to some of the most productive agricultural land in the world. As the major land use designation, agricultural land in the Valley is connected to several important issues. Preserving agricultural lands, the use of environmentally hazardous pesticides, salt water intrusion, and water consumption are all important issues related to agricultural land and production. In addition, attracting agricultural laborers and ensuring adequate housing and amenities for these workers is a challenge faced by the Pajaro Valley community.

4.3 Education and Workforce Development

The need for more comprehensive workforce development and a better education system were two of the most widely recognized issues in the Pajaro Valley. Ensuring adequate facilities and funding for a quality educational system and increasing the attainment level of the Valley’s youth are major challenges. In addition, addressing the need for workforce training and development in attracting higher paying, high skill jobs to the area is an issue throughout the Pajaro Valley community. The roles of industrial development and land annexation in creating economic opportunity include another essential concern. Finally, the potentially supportive economic roles of tourism and eco-tourism, including related amenities, should be addressed.

4.4 Neighborhoods, Housing and Community Design

Providing comfortable and affordable housing and creating livable and safe neighborhoods are two important indicators of community well being. Ensuring that these provisions are available and accessible to all segments of the Pajaro Valley population is one of the Valley’s most significant challenges. Creating neighborhoods that accommodate seniors, farm workers and community members of all income levels is a community-wide issue. Furthermore, adhering to neighborhood and community design strategies that foster a sense of community unity and preserve the Valley’s unique aesthetic is an important component of this issue.

4.5 Economic Development

As the economy of the Pajaro Valley grows, there are several important issues to consider. Determining the mix of economic growth in the markets that would best serve the Valley’s population is a challenge. In addition, ensuring a diverse and plentiful job market with livable wages is a major issue for the future of the Valley. The need to revitalize downtown Watsonville and other centers of economic activity and provide the infrastructure for economic development throughout these areas is another issue for consideration. Finally, assessing the role of tourism and eco-tourism in supporting the Valley’s economy and providing the amenities to support that role is a component of the area’s economic development issues.

4.6 Diversity, Arts and Culture

Diversity, arts, and culture play significant roles in community building. The need to celebrate and foster the ethnic and cultural diversity that exists in the Pajaro Valley emerged as a major challenge for the future. This challenge includes issues of citizenship, race relations, identity perceptions, and integration. A related issue involves the role of arts and culture in the Pajaro Valley Community. Allocating the appropriate level of funding and resources for all types of artistic and cultural expression is a challenge for the future.

4.7 Community Services

As the population of the Pajaro Valley increases, the ability to provide the necessary services to the community is a challenge. These services include healthcare, recreation, social services and municipal services. Ensuring that these amenities are accessible and affordable to all of the Pajaro Valley population is an important issue for consideration.

4.8 Young People

The need to provide opportunities and assistance to the Valley’s growing youth population emerged as one of the most important challenges. The lack of recreational venues, educational opportunities, job training skills, mentoring programs, leadership development opportunities, and crime and gang prevention programs and the high youth pregnancy rate were all identified as integral issues in addressing the needs of the Valley’s youth population.

4.9 Interagency and Regional Collaboration

The Pajaro Valley is under the jurisdiction of multiple governing agencies. As a result, many issues involving governmental and agency collaboration emerged throughout the visioning process. Coordinating government and agency resources to both establish a regional approach to the issues affecting the Valley’s community and work toward a level of social and economic equity within the Pajaro Valley is a major challenge for the future.

4.10 Water

The supply and distribution of water in the Pajaro Valley is an important issue. The Pajaro Valley’s water supply is essential in supporting the agricultural industry, a growing population and many rare wildlife habitats. More than 95% of the developed supply is pumped groundwater. Water quality, consumption and management, and flooding are all challenges affecting the future of the Valley.