Clearing the Way for SDSU Expansion

After the San Diego Chargers relocated to Los Angeles, more than 230 acres of publicly owned land in Mission Valley became available. Two competing ballot measures emerged to determine the site’s future. Measure G proposed selling the property to San Diego State University for campus expansion, a new multipurpose stadium and a permanent public river park. Measure E, known as SoccerCity, was backed by out-of-town investors and proposed a private development with a soccer-only stadium that bypassed key environmental and traffic safeguards. The campaign required building broad public understanding and mobilizing support in a politically diverse and highly visible environment.

We led parallel efforts to promote the benefits of Measure G and raise awareness of the implications of Measure E. The team built the most diverse coalition of support in San Diego history, securing endorsements from prominent organizations and elected officials.

The campaign united traditionally divided groups and resulted in a first-ever joint opinion editorial by the Sierra Club and Lincoln Club in the San Diego Union-Tribune. The agency executed a comprehensive communications strategy that included coalition building, media relations, direct mail, television and radio advertising, polling and digital advocacy.

Voters approved Measure G and defeated Measure E, delivering a decisive outcome for San Diego State University and the future of Mission Valley. The new SDSU stadium is now home to Aztec football, the Holiday Bowl, San Diego FC, the San Diego Wave and will host several soccer matches during the 2028 Summer Olympics. The campaign received multiple industry honors, including PRSA Silver Bernays, PRSA Bronze Bernays and PRSA Silver Anvil awards.

Editor’s note: this work was performed by Southwest Strategies, now Bodewell Group.