By Horacio Rentería
CHULA VISTA. — Founded seven years ago, the Envision Broadway project — aimed at revitalizing one of Chula Vista’s best-known thoroughfares — does not appear to have progressed at the pace expected when it was first launched.
Paul Levikow, former director of the Institute for Public Strategies, San Diego Chapter, stated in a 2022 interview that “the Envision Broadway project was initiated by the Institute for Public Strategies (IPS).”
One of the primary objectives, he said at the time, was to clean the street by removing trash and graffiti, improving general maintenance, and enhancing safety for pedestrians who use the corridor.
However, he also noted that “what we also want to do is limit businesses that mainly cater only to adult residents, such as tattoo parlors, liquor stores, bars, tobacco shops, and similar establishments.”
From Words to Action
“We want to find ways to limit those businesses and also encourage the development of more businesses that serve younger community members,” Levikow said at the time.
Nevertheless, this objective — which appeared “ideal” on paper — seems to face practical challenges and conflicting interests in reality.
The interviewee also clarified that the final decision rests with “government officials and leaders… who ultimately must review and approve or deny business permits.”
An Important Commercial Corridor… But
The Chula Vista Chamber of Commerce still warns on its website about what it calls “The Gateway to Chula Vista Bay” — Broadway Street.
“Did you know the Broadway corridor generates more sales tax revenue for the city than any other area of Chula Vista? However, it is one of the most overlooked commercial districts,” the Chamber states.
The local business organization also notes that downtown Chula Vista — which includes the historic Third Avenue — is home to more than 500 businesses, ranging from small enterprises to large companies.
In essence, although the so-called Chula Vista Revitalization Committee, responsible for advancing the ambitious project, is expected to meet monthly, progress appears minimal and, at times, visibly stagnant.
Is the issue a lack of unity among Broadway Street business owners, insufficient work and leadership, or the absence of a project compelling enough to gain broad support?