Measure B Backers Kick Off Distrito Campaign

The developers kicked off their "Yes on B, Yes Is Less" campaign Wednesday night to mobilize what they said will be an effort focused on truth and facts.

"We have a huge job ahead of us," said project manager Rob Cerruti. He said those who led residents to believe the project would resemble the Irvine Spectrum.

"That couldn't be further from the truth," Cerruti told the more than 100 people gathered at restaurant. Cerruti is the son-in-law of Richard Julian, founder of the development company Advanced Real Estate Services, which purchased the 18.7-acre property site near the in 2000.

San Juan Capistrano voters will take up to decide which type of development they'd prefer to see along La Novia.

A "yes" vote will uphold a 2010 City Council decision to change the development rights on the property to include the right to build 94 homes, 130 condos, a 500-horse equestrian center and a shopping center about the size of Marbella Plaza. A "no" vote would mean developers could only build what was approved in 1998—440 homes, a 300-bed hotel and a school or some other public building.

Cerruti acknowledged that he and the rest of Measure B's supporters will have more of a fight than their opponents. "It's easier to get 'no' votes," he said.

"This is a community-oriented campaign. We need you to reach out to friends and to your neighbors to educate them and encourage them to get out and vote."

When he spoke recently with San Clemente residents who had their own special election in March over controversial development in North Beach, Cerruti said, numerous residents were in favor of the development but didn't take to the polls. That measure failed; the Playa del Norte retail project that will not be built as a result.

He said that unlike the case with San Clemente's Measure A, however, San Juan Capistrano voters do not have a choice between development or no development.

Among the new campaign materials distributed Wednesday is a three-page Q&A document that emphasizes Advanced Real Estates' intentions to build on the land whatever the outcome of the special election.

"Many of the investors of this property are San Juan Capistrano residents that would prefer to see this better revised, less dense 2010 plan for the city," but "this is not a question of development or no development—this property will be built out."

Among those in attendance to show their support for Measure B: Mayor Sam Allevato, City Council members Laura Freese and Larry Kramer (who rotated in and out of the room to avoid open-meeting law violations), Rotary president-elect Paul Murai, former City Council members Tom Hribar and Joe Soto, and Chamber of Commerce CEO Mark Bodenhamer. 

"Looking around, I see many social and political leaders—it speaks volume of the support, and I feel sort of responsible for them being here tonight," said Allevato. He was referring to the City Council's decision to ask Advanced Real Estate to redesign the plans it initially submitted upon purchasing the property.

Eileen Padberg, an Orange County consultant who has made a career of managing public affairs and political campaigns, will organize Yes on Measure B efforts, funded by two limited liability corporations under the leadership of Julian. Kathy Hooper, who in a different capacity serves as the chairwoman of the city's Parks, Recreation and Senior Services Commission, will help manage the campaign.

Clarification: This version clarifies Kathy Hooper's role in managing the campaign.