DEVELOPER • Some question project claims in ads

wave of North River Farms publicity is deceptive and misleading. Almost every mailer, door hanger and Internet ad emphasizes how the project will preserve agriculture, though the developer would build homes on land that has been commercially farmed for decades.

Another claim is that the project will “reduce traffic” by paying for road improvements, though opponents say most of the improvements would be only along the frontage of the development on North River Road and at nearby intersections.

“After receiving the eighth glossy four-color brochure full of confusing messaging I just had to respond,” said Louise Balma, a member of the Oceanside Planning Commission, in a Wednesday post on Facebook.

“North River Farms is not a farm, it’s close to 600 houses,” Balma wrote. “It’s not protecting farmland, it’s building on farmland. It won’t cut fire emergency response times in half. It won’t be less traffic. It won’t be affordable housing.”

She went on to dispute other claims by the developer about producing locally grown food, creating hundreds of permanent jobs, and reducing evacuation times during an emergency such as a wildfire.

Integral project manager Ninia Hammond did not respond to questions Friday, but Manolatos, the Yes on L campaign manager, issued this statement:

“Many supporters of Measure L tell us they are voting Yes on L because it preserves 88 acres of farmland,” Manolatos said.

“In fact, more than half the site is planned as farmland and open space,” he said. “Oceanside voters have a choice and it’s important they understand how this measure will create an organic farm that will grow fresh fruits and vegetables for Oceanside. If Measure L doesn’t pass, we will see more farmland replaced by mansions on sprawling 2.5 acre lots with no farmland preservation or public benefits.”

Opponents have pointed out that mansions are unlikely because the Morro Hills region, long zoned for agriculture and a minimum lot size of 2.5 acres, now has about 150 mostly modest homes averaging about 2,400 square feet.

No on Measure L organizers say they don’t need a big budget to fight Measure L. Their most recent financial disclosures show a total of $8,366 raised and $8,184 spent through Oct. 17.

“All of our numbers show us having support for No on L with voters about 78 percent of the time,” organizer Kathi Carbone said by email Friday. “Our activists are working hard every day and will continue to do so right up until Nov. 3 at 8 p.m.

“We have the people of Oceanside behind us and that cannot be overcome by integral ‘outspending’ our efforts,” Carbone said. “We have something money can’t buy: The courage of our convictions, paired with the intention to safeguard the people in our community.”

Residents gathered more than 10,000 signatures from Oceanside registered voters to require a referendum on the Oceanside City Council’s 3-2 vote last year to approve the controversial North River Farms project. The city’s planning staff and Planning Commission had previously recommended denial.

The referendum required the City Council to either overturn its approval or place the project on a citywide ballot for voters to decide. The council opted to place the measure on Tuesday’s ballot.