Crusader™
In Action
People Power Works!
Case Study 3: Prop X – Save the General
Plan in Santee
The Problem
A no-growth initiative known as Prop. X threatened an
estimated 1,750 new homes that would bring millions of
dollars to Santee's coffers in development fees and
new taxes. It was led by an environmental group called
Preserve Wild Santee, which gathered the signatures to
place Proposition X on the ballot. A "yes"
vote would have changed the general plan to prevent
development on steep slopes, dramatically changing or
eliminating the two large housing projects. A
"no" vote would allow the projects to
proceed according to the terms spelled out in the
general plan.
The Solution -
Crusader™
BIA employed Crusader™ to educate building industry
employees living in Santee several times before the
February 15 election. The communications were
strategically timed to maximize the effectiveness of
the message, and the information was made simple to
access so the voter could make up their own mind in an
informed way. (SEE
ALERTS TO SANTEE VOTERS - ALERT
2)
The Result
A resounding defeat. Prop. X was defeated by a hearty
65% to 35% margin. This ensured the delivery of 1,750
homes in Santee by two major builders. VIEW
THE ARTICLE The outcome was significant for the
industry, as it sets precedent for future challenges
and demonstrates that people in the home building
industry are as passionate, involved and vocal too.
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