Five North County cities announced Tuesday the formation of a branding and economic development initiative to promote the Highway 78 corridor as a magnet for talent, companies and investment.
The Innovate78 project is backed by Carlsbad, Escondido, Oceanside, San Marcos and Vista, whose mayors unveiled the plan and its website Innovate78.com at a press conference at Cal State San Marcos.
“North County is not only a great place to live, but also a great place to build a company and work. Through this collaboration, Innovate78 is about showing the rest of the world what North County is all about,” said Matt Hall, mayor of Carlsbad.
The corridor is home to more than 600,000 residents and 20,000 innovative businesses, notably a rapidly growing craft beer industry. The Innovate78 logo identifies the route as “SanDiego’s Upside Corridor.”
“We see the benefits in collectively promoting the 78 corridor cities. For the past two years, we’ve collaborated side-by-side to ensure that we’re recruiting and retaining businesses together. This website will ensure that we’re sending the right message to businesses and employers about the 78 corridor,” said Jim Wood, mayor of Oceanside.
The website highlights attractions, educational institutions and prominent industries, such as life sciences, craft beer and manufacturing.
“Promoting the culture of North County — particularly for the younger, millennial demographic — is also an essential part of our marketing strategy,” noted Jim Desmond, mayor of San Marcos.
While the project was still in development, the cities worked together to keep a rapidly expanding company — Dr. Bronner’s Magic Soap — in the corridor by locating new manufacturing space.
“Working with Escondido on the Dr. Bronner’s expansion showed us the true benefit of this partnership,” said Vista Mayor Judy Ritter, who pointed out that employees of Dr. Bronner’s contribute to the economy of all five North County cities.
Escondido Mayor Sam Abed said the project “marks the beginning of a new partnership and a new way of thinking about regional economic growth.”
