Measure W: Don’t be Fooled – VOTE NO ON W

Whenever something is labeled a “no brainer” it should set alarm bells off in your head.  The prospect of a 240-room hotel complex at Maderas Golf Club off of Espola Road is ringing like a 5-alarm fire drill.  But the developer of this proposed project, Sunroad Enterprises, is tone deaf. They failed to garner input from the community before slipping the ballot measure request onto City Council’s agenda just under the deadline for it to appear on the November ballot. 

No vetting by the community or council. No plan presented. (Drawings were later rendered in haste to tempt residents with eye candy.) Very few residents even knew the proposal was being brought before council.

The desperate flood of Yes on W postcards residents have received leading up to the election are disingenuous and transparently misleading. Emblazoned with buzzwords like “guarantee“…”good neighbor” …“quality of life” …”funding for parks, libraries and paramedics” … these campaign promises are empty and patronizing to Poway residents. 

Magical thinking
Some may like the idea of new tax revenue brought into the City on someone else’s shoulders (via a Transient Occupancy Tax paid by hotel guests). But where is this magical $1.5 million the developer keeps touting coming from? What is the formula? Is it based on near-complete occupancy of a 240-room resort?  It should be noted that the sprawling Rancho Bernardo Inn is 287 rooms. Neither Sunroad nor the community has any say in how tax revenue, which would go into the general fund, would be spent. 

No guarantees
If Measure W passes, the die is cast. The land would be approved for a hotel development up to 240-rooms for the current and future owner of the property. Critical decisions on location, square footage, height and more would be in the hands of city staff with approval by three members of a future city council.  

Skirting an updated Environmental Impact Report?
Council approved putting Measure W on the ballot based on a 26-year-old Environmental Impact Report. Key factors such as density, traffic, water, and fire safety have changed significantly since the 1980 report. The developer will do whatever it can to limit the extent of any new EIR that would be required by the city.

Questionable history
Sunroad is a developer with storied and questionable business practices, including having to remove the top two floors of an overbuilt office building near Montgomery Field and a pay-to-play scheme with the City of San Diego

GVCA has your best interests
The GVCA has been a watchdog for the quality of life in Poway since 1960. We keep an eye on issues such as water rates, inappropriate variances, fiscal responsibility, as well as support of local youth activities and events. 

Vote NO on W

We know Poway residents are smarter than the developer gives us credit for. Demand honesty, more information and transparency at the ballot by voting NO on W.

Be sure to read our arguments against Measure W in your voter guide.

Vote No: Measure W Maderas Hotel

When the idea of allowing a 240-room hotel development at Maderas Golf Club (Measure “W” on the November ballot) first surfaced in the public arena this summer, it elicited a variety of reactions from residents: curiosity, excitement, skepticism, opposition. Before taking a position on this potential land use change and major development, the GVCA board did its homework.

Upon learning that a land use request and ballot measure would go before a vote of City Council on July 19th, the GVCA had a mere two weeks to research the facts. In that time, we:

  • Obtained public records from the City Clerk’s office related to the land use request, including the Original Specific Plan, the Amended Specific Plan, and a recent traffic study
  • Conducted an email poll to gauge support or opposition of the proposal
  • Met with a representative from Sunroad Enterprises, the property owner and developer
  • Contacted City Council members


What we learned (and didn’t learn) left us with more questions than answers. Because the GVCA had serious concerns about the size of the development (akin to the 287-room Rancho Bernardo Inn), the potential impact (traffic, fire safety, water usage, noise, visual), and the hasty process by which the measure was brought to Council, with little to no information or input from the community, we cautioned Council against approving the applicant’s request. 


With the exception of Councilman Dave Grosch, City Council approved the proposal without questioning the 26-year-old Environmental Impact Report, the appropriateness of a 240-room resort, the validity of a promised $1.5 mil in hotel tax revenue, or preliminary support from the community, 

A development of this magnitude and potential impact, demands proper vetting by the City Staff and City Council on behalf of the residents of Poway before reaching the ballot, not a rubber stamp of a vague and open-ended ballot measure which simply states:

Do you approve Specific Plan Amendment 16- 002 as adopted by the Poway City Council to amend the Old Coach Golf Estates Specific Plan, to allow development of a hotel with up to 240 rooms on the existing Maderas Golf Course site located at 17750 Old Coach Road?

Voters need a clearer understanding of what it is they are voting on and the impact their decision could have. It should be noted that a hotel was not approved in the Original Specific Plan due to community concerns. 


Without additional parameters on the land use (i.e. height limit, square footage, etc.) spelled out on the ballot, these key decisions will be left up to approval by a future City Council if the measure passes. The promise of community workshops cannot ease serious concerns about the recent disconnect in communication between Staff, Council and the community on major projects and developments.


The GVCA is fully supportive of a thriving economic environment in Poway. We are active members of the Poway Chamber of Commerce and its Board of Directors, and proud supporters of Poway OnStage performances at the Poway Performing Arts Center. In order for a major hotel development in Poway to be a win-win for everyone involved, we need to get it right BEFORE it reaches the ballot. Measures such as this require more information, honesty and transparency. Voters should demand it by voting NO on W.


Candidate Responses to GVCA's Questions


As the November election nears, one of the roles the GVCA has traditionally taken is to inform the community about the candidates who are seeking local office for Poway City Council and Poway Unified School District.  As such, we asked the candidates questions relevant to the concerns of our community. 

Presented below are the candidates' verbatim responses.

Future 240-room hotel at Maderas Golf Club now in voters' hands

At the July 19, 2016 City Council meeting, council members laid the groundwork for a large hotel development at Maderas Golf Club, voting 4-1 to approve a request by the club owner to modify their specific plan to include a 240-room hotel (Councilman Grosch opposed), and approved the measure that will be placed on the November election ballot. The application was brought to the City with short notice in order to meet the deadline to appear on the election ballot. 

Council also approved an addendum to the 1990 Environmental Impact Report (EIR) stating that there is no new information of substantial importance which would result in new significant or substantially increased adverse impacts as a result of the development of a 240-room hotel.  

The GVCA asked Council to reduce the number of rooms and include basic project parameters (i.e, square footage, size and mass) in the language of the ballot measure. Our request was denied with a unanimous vote. Neighbors also addressed Council with concerns about relying on a 26-year-old EIR, increased noise, lack of wildfire escape routes, and traffic/safety issues resulting from a 240-room hotel in this otherwise quiet rural setting.

The GVCA recognizes the economic importance to the City which is expecting to receive $1.5 million per year of hotel tax revenue from this development and the desire to keep Maderas as one of the top golf courses in the country. However, we are disappointed that Council chose not to include additional project information about the location, size and scale of the development in the ballot measure so that voters have a better understanding of what they are being asked to consider at the November 8th election. 

Maderas Golf Club asking City Council for a land use change allowing a Hotel

The Maderas Golf Club opened in Poway's Old Coach area in 2001.   Aidan Bradley

The Maderas Golf Club opened in Poway's Old Coach area in 2001. Aidan Bradley

As reported by Steve Dreyer of the Pomerado News "The owners of the Maderas Golf Club will be asking the Poway City Council to place on the November ballot a measure that, if passed, would clear the way for them to propose a hotel on the Old Coach Road property.

Bob Manis, the city’s development services director, said that Sunroad Enterprises is interested in building a hotel of up to 240 rooms but that the specific plan covering the Old Coach area would first need to be amended to allow the use. That would require a citywide vote under Proposition FF. The specific plan covers land uses within the two Old Coach luxury residential developments and the golf course.

If the measure passes, Sunroad would then be able to proceed with proposing what Manis called a “boutique hotel/resort.” The plans would be subject to a thorough City Council review, including public hearings, he said.

The matter is scheduled for the council’s next meeting, at 7 p.m. Tuesday, July 19, 2016."

Informational Meeting about StoneRidge Country Club

June 5th at 4:00 pm
StoneRidge Country Club

As you may have heard recently, the owner of StoneRidge Country Club has determined that retaining a membership-based course and its clubhouse amenities are no longer viable operations as currently structured. To explore its options for the site, the property owner has hired local consultants to conduct one-on-one ascertainment research among Poway residents living directly adjacent to the StoneRidge golf course, as well as representatives of adjacent homeowners associations, the GVCA, and those who have purchased golf club, tennis club or social memberships.

In light of this activity, members of the StoneRidge Men’s Golf Club have organized a committee to explore ways to keep the property as a golf course/club. You are invited to attend an informational meeting led by this group to learn more about their efforts. The meeting will be held on Sunday, June 5th, 4:00 p.m., at StoneRidge Country Club.

For more information, email: 

Looking for PUSD School Board Candidates

Two seats of the five seats on the Poway Unifed School District Board of Education are up for general election in November. One seat is currently held by incumbent Kimberly Beatty and the second is held by long-time board member Andy Patapow who is not seeking re-election.

As an award-winning school district, PUSD needs strong, stable leadership on its board of directors to help sustain its excellence in education which also protects home values in the area. Currently, there are no members on the board who live in the City of Poway.

If you are interested in running for one of the open seats, a group called The Coalition for Effective School Board Leadership is seeking candidates to endorse. The group consists of 20 parents, teachers, local business owners, and community leaders, including former Poway High School Principal, Scott Fisher.

For more information, visit:

The candidate filing deadline for this election is August 12, 2016. 

What's Happening at StoneRidge?

As you may have recently read in the San Diego Union Tribune and Pomerado News, the owner of StoneRidge Country Club has been exploring alternative uses for the property and hired a PR company to survey the community.  Over the last several months, the GVCA has meet with City of Poway officials, the owner of StoneRidge and their consultants to stay abreast of the issue. 

Shown below is the City of Poway's FAQ sheet on what is allowed there now and what it takes to change the zoning. Per the City of Poway "voter approval is required for any General Plan amendment, zone change, subdivision map, or other discretionary land use decision affecting any area zoned Rural Residential or Open Space, which would increase the residential density or change the zoning designation to allow commercial or manufacturing uses." 

The GVCA will continue to monitor the situation and keep you informed. Please like us on Facebook to receive our informative news feed.

Thank you,

Steven Stone

President's Message Winter 2016

Paying more for using less:  What can we do about the water conundrum?

San Diego County Water Authority board member Matt Hall recently was quoted in the San Diego Union Tribune saying that our water situation is hard to explain to ratepayers. “It’s real hard to tell them, ‘You have to let your grass die,’ and in the same breath you have to tell them, ‘We have more water than we can use,’” he said.

So why is this? It is the direct consequence of California Governor Jerry Brown’s Executive Order B-29-15. This Emergency Regulation gives no credit to local water agencies for developing new sustainable water supplies, such as the new Carlsbad desalination plant – investments that our local water authority has made and we are paying for.

The City of Poway becomes part of this tangled web as it is required to comply with the Governor’s order to reduce water use by 32% (and to enforce the order). This steep reduction is contributing to rising water rates because local water agencies and the City are forced to meet revenue needs with lower sales.

What can we expect if the State continues to impose mandated water reduction as its primary drought plan?

  • Water allocations and penalties – Poway City Council passed an ordinance in late 2015 which establishes a baseline allowance and penalties for excess non-essential use.
  • Mandated irrigation standards – the State recently required cities to adopt irrigation standards for new construction, existing landscape rehabilitation greater than 2,500 square feet needing city approval, and for existing homes with landscape area greater than one acre.
  • Continued mandated water cuts and higher water rates – reduced water sales coupled with ever increasing operating cost and more expensive desalination and recycled water will result in higher rates.

What can YOU do?

  • Be engaged. Sign up to receive email notifications of City of Poway city council meeting agendas so you are informed of when new restrictive water-related ordinances are being considered and adopted. Go to:
  • Attend council meetings and contact Council Members directly to voice your comments on issues, such as water, that directly impact your quality of life, home value and community.
  • Contact our state legislators:

38th Senate District - JOEL ANDERSON
500 Fesler Street, Suite 201
El Cajon 92020
(619) 596-3136 • Fax (619) 596-3140

77th Assembly District - BRIAN MAIENSCHEIN
12396 World Trade Drive, Suite #118
San Diego, CA 92128
(858) 675-0077 • Fax (858) 675-0688

These elected officials support petitioning Governor Brown to allow us to meet mandated cutbacks through both conservation and sustainable water supplies, such as the Carlsbad desalination plant. Let them know you support their efforts for a more balanced drought management plan. You can also contact the State Water Resources Control Board directly:

Jeanine Townsend, Clerk of the Board
State Water Resources Control Board
1001 I Street, 24th Floor
Sacramento, CA 95814