The measure isn’t fair. It would give voters in places like La Jolla and Carlsbad the right to decide housing issues in rural communities in North, South and East County. It’s unfair to rural communities that voters in cities get to make decisions that affect their quality of life.

Worst of all, Measure A would block most or all changes for 20 years to the County’s General Plan – a document planning experts say should be updated to guide growth and respond to community needs, but that won’t happen if this initiative passes.  

A maximum of four General Plan Amendments are permitted per year – the very law Measure A aims to undo. And even when the County approves a General Plan Amendment to rezone land for affordable homes, some of the same people behind Measure A haul the County into court to try to block that progress. Right now, 10,000 homes recently approved for working families, young professionals and others are tied up in litigation and may never be built. 

Measure A proponents claim the County’s General Plan already allows construction of 60,000 new homes, but hold on: NEARLY ALL OF THOSE ARE LUXURY HOMES ON MULTI-ACRE LOTS. The fact is, if Measure A passes, homes that are affordably priced for working families will not be built.


Adding as few as 6 homes would trigger a countywide vote

“The voter approval requirement shall not apply: Where the General Plan amendment increases the maximum number of allowed dwelling units by five or fewer dwelling units…”

Measure A is brought to you by…

Wealthy, Out-of-Town Wall Street Investors


The wealthy, out-of-state backers of Measure A wrote it to protect the Golden Door Spa, which campaign finance records show has contributed hundreds of thousands of dollars to Measure A. This luxury resort near Escondido attracts the rich and famous, who pay $10,000 a week. The owners are among the richest people in the world.

These extremely wealthy Wall Street investors want to keep affordable homes far away from their exclusive hotel and force them into congested neighborhoods. Their measure exempts commercial and industrial developments, including casinos, hotels and expanding the Golden Door.

Learn More

Read Measure A, the County Impact Report, and the Fact Sheet.