Written Communications
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ENVISION BROADWAY REVITALIZATION PLAN CHULA VISTA
Envision
Broadway
Prepared by Julio Martha, Chair of Beautification Committee With support from:
Jeff Bettger, Towne Local Chula Vista
Sarah Boyer, Institute for Public Strategies
BROAL
CHULA VISTA
Enuision
Broadway
Overview
Broadway Avenue has long been a vital part of Chula Vista's history and a key contributor to our city's growth. Yet over the years, it has often been overlooked in revitalization efforts. Envision Broadway is changing that.
Our goal is to bring new life to this historic avenue, creating a space where residents, visitors, and businesses can thrive together. By listening to the community, prioritizing local needs, and planning smart improvements, we can transform Broadway into a vibrant, multicultural destination that reflects the heart of Chula Vista.
With the Bayfront remodeling, there's no better time to reimagine Broadway. Together, we can honor its past while building an exciting future that benefits everyone.
This plan outlines a multi-phase revitalization initiative to transform Broadway Avenue into a vibrant and welcoming corridor that prioritizes cleanliness and safety, celebrates local culture, fosters community pride, and drives economic growth through art, creative placemaking, and green infrastructure.
Placemaking Best Practices
1. Public art
2. Ground floor activation
3. Green infrastructure
4. Sanitation programs
5. Efficient and Smart Street Lighting
Goals
• Beautify vacant and underutilized storefronts
• Celebrate cultural identity through public art
• Increase foot traffic and community engagement
Support local artists and businesses
• Reduce blight and deter vandalism
Enhance environmental resilience and pedestrian comfort • Improve safety and ambiance
Integration into Envision Broadway Organizational Goals • Community Engagement & Revitalization Efforts
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• Revitalization Committee Participation: Encourage community members, Broadway business owners, and residents to join the Envision Broadway Revitalization Committee. This committee focuses on reimagining Broadway, aiming to transform ideas into actionable plans that enhance the corridor's appeal.
• Youth Involvement: Collaborate with youth organizations like South Bay Youth 4 Change (SBY4C) and other education institutions in the area to engage young residents in civic activities, such as mural painting and community forums. This not only beautifies the area but also fosters a sense of ownership and pride among the younger residents.
Regular community listening sessions
Community Surveys
Artist and business mixer events
• Youth art mentorship program tied to mural work
• Partnerships with schools, libraries, and local nonprofits Mural Program Enhancements
• Business Collaboration: Partner with local businesses to identify and sponsor potential mural sites. The Envision Broadway Mural Project emphasizes the importance of murals in attracting businesses, boosting the economy, and maintaining a vibrant, safe community where residents thrive and enjoy the highest quality of life.
Community Participation: Involve community members in the mural creation process. This includes allowing the community to participate in painting days, fostering a collective sense of pride and reducing instances of vandalism.
• Beautification & Maintenance
• Graffiti Reporting: Promote the use of the ACT Chula Vista app among residents to report graffiti and other concerns promptly. This tool aids in maintaining the cleanliness and aesthetic appeal of the Broadway corridor.
• Litter Abatement: Organize regular neighborhood clean-up events in collaboration with local organizations, businesses, and volunteers. These events not only improve the physical environment but also strengthen community bonds.
• Economic Vitality & Cultural Promotion
• Cultural Events: Host cultural events and festivals along Broadway to celebrate the area's diverse heritage. Such events can draw visitors, support local businesses, and enhance the Envision Broadway Revitalization Plan 3 of 7
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avenue's vibrancy.
Broadway
• Art Walks: Develop self-guided art walks (and eventually bike tours) featuring murals and installations. This initiative can increase foot traffic, promote local artists, and provide an Engaging experience for visitors and residents alike.
THEN HE
ENVISION BROAD
MURAL PROJECT
Possible Interventions for Broadway
Pop-Up & Interactive Public Art: Temporary, playful installations to activate the street and invite participation.
Concepts:
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• Painted utility boxes, crosswalks, sidewalk poetry, or chalkboard walls for Broadway public expression
• Sound/motion interactive elements (e.g., musical crosswalks or benches) • Pop-up art zones for kids during street fairs
• Use of vacant lots for seasonal installations or community art Public Art / Storefront Activation Program: Art Through the Glass - A rotating art exhibition using empty storefronts as pop-up galleries. (Currently housed at the Chula Vista Center) - Impact so far:
• Activated unused commercial spaces, revitalizing with the placement of art installations • Created a walking art tour atmosphere and employee safe space • Encouraged dialogue between residents and artists through events • Attracted media attention, community members, and outside visitors (3000 plus visitors since September of 2024)
• Expansion Plans:
• Increase frequency (quarterly instead of biannually)
• Expand outreach to local schools and more youth to participate • Work alongside property owners to create more sustained and impactful art installations. • Integrate vacant storefront window displays with cultural banners or historical tributes Mural Program - Storytelling Through Walls:
Add additional community-centered murals celebrating local history, fauna, and community members. • Planned Actions:
• Identify key walls on Broadway for future murals
• Collaborate with businesses and community members for mural sponsorships . Engage community members in mural design workshops
Offer youth mural apprenticeships for skill-building and mentorship Explore digital murals or augmented reality art to enhance interaction • Design a program to transform utility boxes into public art that enhances the avenue's visual appeal
Greenscaping & Public Realm Enhancements
Enhance public areas with greenery, benches, lighting, and stormwater-friendly infrastructure. • New Initiatives:
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• Install seasonal planters, hanging baskets, and tree wells along Broadway Broadway Avenue
• Add decorative lighting (pole-to-pole string lights, tree uplighting) for ambiance
• Create shaded areas with benches near art installations • Explore bioretention tree boxes and native plant beds for water management • Work with local nurseries for planter sponsorships
• Partner with agencies working to revitalize Otay Valley Regional Park to install park-themed art along the south portion of the Broadway corridor
Proposed Phases
Phase 1: Immediate Impact (0-3 Months)
• Identify 3-5 additional storefronts for Art Through the Glass on Broadway Avenue • Launch one new mural on a high-visibility wall
• Host a cleanup and paint day with local volunteers
• Install flower planters and evaluate lighting feasibility Phase 2: Seasonal Installations (3-9 Months)
• Organize quarterly Art Through the Glass shows with rotating themes • Install two additional murals and initiate a public call for proposals • Add temporary public art such as painted utility boxes or sidewalk poetry • Introduce hanging baskets and small interactive installations Phase 3: Permanent Infrastructure (9-18 Months)
• Seek funding for permanent lighting and green scaping • Add benches, trash receptacles, and tree beds along Broadway • Develop an "Art Walk Broadway" self-guided map and signage • Pilot a community art market during weekend events
Funding & Support Opportunities
• Local and state arts grants (e.g., CAC, NEA Our Town) Business Improvement District (BID) or Maintenance Assessment District (MAD) collaborations Envision Broadway Revitalization Plan 6 of 7
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• Sponsorships from local businesses or developers Broadway • Public-private partnerships for streetscape investment • Donations and in-kind support during events and exhibitions Success Metrics
• Storefronts activated (target: 6-10 annually)
• Murals completed (target: 5-7 new works in 18 months) • New Greenscape elements installed (planters, benches, trees) • Community members engaged (target: 5,000+ over first year) • Increase in foot traffic and business participation
• Media mentions, social media impressions, and event attendance Summary
Envision Broadway's Revitalization Plan offers a creative, inclusive, and scalable path toward a more vibrant community. By integrating successful strategies from across the nation like public art, greenscaping, and storefront activation, we're building a future where Broadway Avenue reflects our diverse identity, fosters civic pride, is welcoming to all who pass through and is a "drive to" rather than a "drive through" destination.
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430 Broadway, Chula Vista, CA 91910
THE TRANSFORMATION BEGINS
Prevention through Public Art
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Hotel Milagro Mural
70 Broadway, Chula Vista, CA 91910
"Since the completion of the mural at the hotel, we are experiencing remarkable area improvements. We have noticed an exchange of unwanted graffiti for a greatly appreciated number of compliments. The immediate area is looking so much nicer that people who once might reconsider staying with us are now repeat customers." -Suraj Vanmali, Manager
¿ Patio
Since 1954
El Patio Mural
410 Broadway, Chula Vista, CA 91910