Chamber Says 'Yes' to Measure B

The effort to keep alive the down-scaled Distrito La Novia-San Juan Meadows project along La Novia Avenue has won the support of the business community.

Becky Rodarte, board president of the  said the chamber's decision to support the " was simple. "The newly approved project is less dense, better for the local economy and offers a much improved balance of residential, commercial and recreational open space," she said.

A on Measure B in the would uphold the City Council’s decision to amend the type of development permitted along La Novia Avenue, east of the 5 freeway, to include less housing, an equestrian center and retail outlets.

Before the City Council's approval of the Distrito La Novia-San Juan Meadows project, the landowners had rights to build a 300-room, 160,000-square foot hotel; 165 affordable apartments for seniors; 275 homes; and some type of public-institutional facility, such as a school. The developer, Lake Forest-based Advanced Real Estate Services, has said it is committed to building out that original project if Measure B fails.

The new plan calls for a 500-horse equestrian facility, 94 single-family homes, 75,100 square feet of commercial uses (food market, restaurants and retail), 16,500 square feet of office/retail/hotel uses, 50 residential apartment units and up to 130 total condos. Earlier this year, those opposed to the new plans

"The density and specific types of housing will certainly have some impact on the local economy, but not enough to outweigh the public's desire to preserve open space and maintain the aesthetic appeal of our neighborhoods," Mark Bodenhamer, executive director of the chamber, said of the new plan.

Bodenhamer said he believes the smaller commercial component in the second plan is more likely than a hotel to be built in the near future. "My guess is that if Measure B were defeated, we would get the 440 homes without the hotel or any other tax revenue-generating commercial development."

to hotel developers as incentive to build in San Juan Capistrano, a majority of the City Council members have also indicated their support of the new plan.

Chamber officials are not concerned that they are now supporting a plan that could potentially create more competition for existing businesses still struggling in the down economy. Bodenhamer said the commercial project that would be built if Measure B passes will be a "neighborhood" center, primarily serving those residents who live right around it.

"Given the size of this commercial development, I don't foresee any major negative impact on existing businesses," he said. "A case could be made that positive benefit of the additional residents is much greater than the downside of a couple more competitors in the region."

Chamber representatives said they will take an active role in the campaign to help address concerns that many residents aren’t properly informed about the initiative. A number of chamber members and others in the community have said they have felt misled or confused about Measure B’s impact, if passed. 

The land in question is next to the. Some of the residents who live in the neighborhoods next to the golf course have said the council's decision to change the city's planning documents to allow for the new development blueprint . They also say they prefer the older project because they believe it is less likely to be built.

"The chamber’s decision was also influenced by general opposition to infringement of property rights, concerns about the deficient presentation of facts during the signature gathering process and other minor factors," Bodenhamer said. "Ultimately, though, the choice was made based on one project standing out as a better alternative for the community."

Read argument opposing and supporting Measure B:

Read Patch's news coverage of Distrito La Novia-San Juan Meadows: