Downtown Strategic Plan
MainStreet Oceanside
Downtown Strategic Plan
A Sustainable Operating Plan for 2006 and Beyond
May 2006 Acknowledgements
Special Thanks to
Committee Chairs
James Horvath
Design
Mary Milew
Organization

Dave Thomas
Newsletter Editor
Solid Gold Volunteers
Lu DeLucy
Newsletter Layout
Audre Foster & David Lester
Farmers Market
Lorna Stofer
Database Manager
Penny Hill
Phantom Gallery Director

Sta
Kim Heim
Executive Director
Rick Wright
Operations Manager
Kathy Hamman
Oce Manager
Cathy Nykiel
Event Coordinator
Mark Bendixen
Farmers Market Manager

Board Of Directors
Mary Ann Thiem
Board Chair
Greg DeBerry
Vice Chair, Acting Treasurer
Eugenia Bizzaro
Secretary
Dick Bartlett
Jan Borson
Lynne Cook
James Horvath
Sylvia Spiva
Jane McVey
City of Oceanside
Economic Development and
Redevelopment Department
Jerey Eicheneld
Jerey Eicheneld & Associates
Berkeley, CA
James Horvath
Brochure Design
Doug Loescher
The National Main Street Center
Washington, DC
Carol Thompson
California Downtown Association
Long Beach, CA
Dave Thomas
Photography Board of Directors
4
Introduction and Purpose . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
A Great Time for Downtown Revitalization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Guiding Downtown Oceanside . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Developing the Strategic Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
Background and Current Conditions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
The Residents . . . . . . .
10
Economic Growth in the City and County . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
The Visitors . . . . . . . . .
11
The Marines . . . . . . . .
12
Downtowns Unique Amenities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Downtown Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Opportunities and Constraints . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Changing Marketplace .
14
Space Limitations . . . .
14
Growth and Environmental Concerns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Maintenance and Urban Cleanliness . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Limits on MainStreet Oceanside Resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Downtown Vision, Competitive Position and Target Markets . . . . . . . . . . . . . . . 16
Communitys Vision for Downtown . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Downtowns Competitive Position in the Marketplace . . . . . . . . . . . . . . . . . . . . . . . . 17
Downtown Oceansides Position Statement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Downtowns Target Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
Goals and Strategies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
1 Maintain Downtown as the Social Center of the Community . . . . . . . . . . . . . . . . . . . 18
2 Maintain a Diverse Mix of Uses . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
3 Maintain Retail Health
21
4 Increase Customer Sales in a Sustainable Way . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
5 Retain and Expand on the Unique Pedestrian Character and Small-town Ambiance . . . . 25
6 Maintain an Eective Downtown Association . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Benchmarks for Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Table of Contents 4
Strategic Plan - May 2006
Mary Ann Thiem
Board Chair
Thirty-two years in the tele-
communications industry with
AT&T, and Western Electric in
public relations, marketing, and
advertising. Winner of multiple
awards for marketing materials
and corporate advertising cam-
paigns. Managed a nine million
dollar budget in international
advertising.
Has traveled extensively nation-
ally and internationally, includ-
ing as a resident of Hong Kong.
Civic Involvement
Board Chair, Friends of the
Oceanside Public Library
Member, Oceanside Community
Coalition
Greg DeBerry
Vice Chair, Acting Treasurer
An Oceanside Realtor and
Property Consultant, he special-
izes in residential income prop-
erty, commercial oce/retail
leasing and real estate invest-
ment analysis.
In addition he has spent over
two decades in advertising, sales
and marketing. Representing
mass media rms including
radio, newspaper and televi-
sion -- his clients ranged in size
from small local businesses to
multinational corporations. Im-
proving the cash ow through
better marketing and operations
was a common goal. Market-
ing and advertising results were
often the dening dierence
between success and failure for
many local businesses.
Civic Involvement
Member, Loma Alta Neighborhood
Association
Volunteer, Interfaith Community
Services - Corporate Partnership
Program
Eugenia Bizzaro
Secretary
Twenty-seven years experience
in lm, live theatre, and music
venue management and promo-
tion: Regal Cinema, Pacic
Coast Theatre Actors, Fresno
Childrens Playhouse, Fresno
Memorial Theatre, Warners
Star Palace, Warners Historical
Hemp House, Robert L. Lip-
pert Theatres, 20th Century Fox.
Winner of multiple National
Promotion Awards while at the
Regal. An accomplished artist
who has worked with inter-
national artists such as Lock-
wood and Pollack in the U.S.,
and Leger in Paris. Extensive
national and international travel,
including as a resident of An-
kara, Turkey.
Civic Involvement
Member, Board of
the California Surf Museum
Member, Daughters of American
Revolution
Member, Republican Women
Volunteer, Red Cross
Volunteer, Girl Scouts of America
Dick Bartlett
Boardmember
An Oceanside resident with
thirty-one years in the Life and
Health Reinsurance business.

Connecticut General/CIGNA:
Regional VP, with responsibility
for all business functions in 12
state area. Frankona America
Life Reinsurance Company
which was purchased by Em-
ployers Reinsurance, a GE
Capital Co.: Senior VP, with
multi-billion dollar reinsurance
annual operation. Responsible
for all operations, including bot-
tom line, for eastern 12 of USA.
Clients included most of the
largest nancial institutions in
US and multi-national corpora-
tions.
Civic Involvement
Board member, Oceansides
Modern Opera Theater Company
Board of Advisors, Freedom Calls
Foundation
Coordinator of video teleconferencing
between Camp Pendleton and Iraq
Member, St Marys Star of Sea
Finance Committee
Member, Citys Project Area
Committee
Member, D District
Zoning Ad Hoc Committee
Member, Oceanside
Community Coalition
Board of Directors 2006
4
Strategic Plan - May 2006 MainStreet Oceanside
5
Sylvia Spiva
Boardmember
Has owned 6 businesses in
the last 20 years in Oceanside.
Currently owns a market, a mo-
tel and a gas station. Employs
24 employees in Oceanside.
The occupancy of the motel is
up by 50% from the time of
purchase. The business of the
market was 80% liquor now
it is 25% liquor and 75% food
and beach items, etc. The gas
station is in the process of
transformation and has added
eet accounts.
Schooled in accounting, foreign
languages, advertising and
teaching. Taught kindergarten
to 9th grade in a one room
school house. Lived in The
Netherlands and Indonesia.
Civic Involvement
Consistent donor to numerous
charitable organizations and:
The Police Department
The Canine Police Unit
Several Oceanside Churches
James Horvath
Boardmember
An Oceanside resident, and
owner of a thriving graphic
design rm located in the
downtown area. Eight years
as a design agency serving
an international clientele.
An extensive advertising and
marketing background, includ-
ing various creative positions at
large corporations and small to
medium sized ad agencies.
Civic Involvement
Member, City of Oceanside
Arts Commission
Member, Oceanside
Museum of Art, Artist Alliance
Member, San Diego
Society of Illustrators
Member, American Institute of
Graphic Artists
Member, Society of Childrens
Book Writers and Illustrators
Member, Surfrider Foundation
Lynne Cook
Boardmember
A resident, downtown property
owner, and business owner in
Oceanside. A business owner
for over 30 years; twenty-ve
years in the antique business,
including the sales, repair and
appraisal of antiques.
Has had varied experience in-
cluding: owner of two antique
stores in Carlsbad and one in
Salt Lake City, vice president
of a title insurance and escrow
company, owner and operator of
a real estate franchise company,