THE MIRA MESA COMMUNITY THAT DENIES ITS LOCATION

Residents of Mira Mesa who have driven on Camino Santa Fe have most likely seen the recent construction of the newest housing project, 3Roots. Upon its approval in 2020, then-Councilmember Chris Cate said, “Today is indeed a great day for Mira Mesa and the entire city.” Along with that, the Mira Mesa Community Planning Group in 2019 approved the plan with 14 “yes” votes and two recusals. With all this said, it can be safe to assume that the 3Roots project would advertise itself as a part of Mira Mesa to all prospective buyers, right?

Sadly, this is not the case, and this will only lead to more confusion and hurt the community of Mira Mesa. Currently, on the 3Roots website, it states, “3Roots is proudly located in the heart of San Diego’s own, Sorrento Mesa. This ideal location is a prime environment for those looking to shape the future and have fun while doing so. Indulge in the true SoCal experience with the beauties of nature just beyond your doorstep. No matter your age or interests, here at 3Roots we are proud to call Sorrento Mesa our home and feel confident that you will too. Unlimit yourself with the possibilities that lie in Sorrento Mesa.” Along with that, 3Roots’ Instagram and Facebook both claim it to be “a new welltopia of healthy living in the hills of Sorrento Mesa.” For a potential home buyer, it may seem obvious that 3Roots is part of Sorrento Mesa.

The 1992 Mira Mesa Community Plan states that Sorrento Mesa is an area of “industrial parks,” and the Mira Mesa Town Council website states that Sorrento Mesa is “located west of Camino Santa Fe and north of Carroll Canyon Road.” 3Roots rather is right on the border with Sorrento Mesa, and is clearly in Mira Mesa, as 3Roots is east of Camino Santa Fe. From this point, it seems like 3Roots is falsely advertising its location to potential home buyers.

In my opinion, this type of false advertising can be devastating to people in Mira Mesa. An enclave of people being led to think they live in Sorrento Mesa, rather than Mira Mesa, can lead to them being disconnected from the

An enclave of people are actively being led to think they live in Sorrento Mesa, rather than Mira Mesa.

Mira Mesa community as a whole. In the past, the 3Roots website had a list of nearby schools, and rather than include local Mira Mesa area schools such as Mira Mesa High School, the website showed schools further away, such as University City High School, or private schools such as La Jolla Country Day School. These acts can easily be seen as the developers wanting to distance themselves from Mira Mesa by misleading potential buyers about the location of the homes. Along with that, the false advertising can lead to a string of false news articles claiming that 3Roots is located in Sorrento Mesa, leading to more confusion.

I am proud to be from Mira Mesa, and know many others who are. As someone who has lived there, attended schools in Mira Mesa and learned about the problems of community division, I see it as urgent and necessary for the public to know about this deceptive marketing ploy. Numerous online communities for 3Roots are already labeling it a community of Sorrento Mesa.

Developers should not take for granted the people who live near the area that they build in, and should make sure to uplift the community they are a part of and encourage future residents to be a part of it. Mira Mesa is a vibrant community of different cultures with people with residents ranging from newcomers to those who have lived here for generations. 3Roots offers a wonderful opportunity for new neighbors in Mira Mesa.

However, if it turns into an enclave whose residents believe they are part of “Sorrento Mesa” when in reality they aren’t, this can lead to a situation where the residents of 3Roots aren’t able to be part of the story of Mira Mesa. Residents there could wonder whether they could be part of events such as the Mira Mesa Fourth of July Parade, or whether they can attend the numerous other events hosted by the community.

I think people managing the media campaign of 3Roots must take a more ethical approach, and clearly label and advertise the community as one that is in Mira Mesa. A public apology from 3Roots to Mira Mesa’s residents will also help heal the discord and confusion. Along with that, highlighting small businesses in the area on its community map should be a priority, allowing for new neighbors in Mira Mesa to be fully engaged with their new community. By telling the truth about where it is, 3Roots can rebrand with community spirit and create a stronger, united Mira Mesa.