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Results
In the program’s first year, we organized more than 150 tours to bring 2,000 people to the site. Over 800 signed on as active supporters. We encouraged the formation of three grass-roots support organizations, including a county-wide group spearheaded by a blue-chip roster of leaders from business, education, public utilities and the community. By August 1994, supporters exceeded opponents. Supporters rallied at numerous public hearings. The Board of Supervisors unanimously approved the project in December 1994.
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Turning the Tide for Wetlands Restoration and Redevelopment
Challenge
For more than 25 years, one of the most controversial land use issues in Orange County involved Bolsa Chica, a 1,700-acre beachfront oil field near Huntington Beach. In 1989, the landowner, state and local government and the area’s largest environmental group adopted a historic coalition agreement for a land use plan, including 1,100 acres of restored wetlands funded by development on 300 acres of the most severely degraded lowlands and mesas. Although the coalition plan was widely praised, approval process delays gave environmental group leaders the time to establish a vocal 1,000-member opposition group called the Bolsa Chica Land Trust.
Solution
Gladstone International managed formal and informal research and determined that the key challenge was to change community perceptions that Bolsa Chica was a beautiful, thriving wetlands. The truth was that the real Bolsa Chica was more than 1,000 dry, dusty acres covered with 200 working oil wells.
We changed public perceptions by taking local and regional opinion leaders on tours of the project. We developed and disseminated literature and newsletters and managed a speakers’ bureau. |
