VISTA — The Vista City Council approved the proposed Vista Economic Development Strategy for 2026-28, with several council members expressing a goal of strengthening the city’s tourism base.
“The VEDS provides a practical roadmap for quality economic growth in Vista,” read a slide included in the staff presentation during Tuesday evening’s meeting.
The staff report indicated that Vista adopted its first economic plan in 2009, with the most recent update coming in 2021. Previous plans have focused on building up the Vista Business Park, downtown and the craft beer industry.
Rachel Beld, CEO of the Vista Chamber of Commerce, addressed the council during public comment, describing the proposed VEDS as “an ambitious workplan over the next three years.”
Councilmember Katie Melendez, who served on the committee that drafted the new VEDS, said the purpose of the strategy is to ensure “our folks here in Vista can have more opportunities.”
“I really wanted to focus on economic opportunities for everyone in Vista — making sure we have a strong tax base in the future to continue projects. One of the things we can focus on in the future is arts and culture. What does our local talent have to offer?”
Councilmember Corinna Contreras pointed out that under the 2021 VEDS, Vista was one of only two cities in North County to achieve economic growth over the past few years.
Deputy Mayor Dan O’Donnell noted that while the proposed VEDS emphasizes tourism, “We have two hotel projects that are not getting off the ground.” Both projects have city approval but are being held up by economic factors. He said that as VEDS moves forward, he hoped those two projects would receive top priority before pursuing other hotel plans.
Melendez then asked that the VEDS be modified so that the language under Goal 1, which focuses on strengthening manufacturing, would be broadened beyond the Vista Business Park.
“We have a number of industrial zones throughout the city.”
The council accepted the amendment and unanimously approved the VEDS proposal.
Avo Playhouse
In other business, the council heard an update from staff about deferred maintenance at the historic Avo Playhouse.
Staff reported that last year, the estimated cost of deferred maintenance and upgrades at the city-owned theater, which opened in 1948, was about $1.3 million. The estimate has since risen to $1.8 million because construction and material costs have increased.
The city issued a request for proposals in November seeking an outside group to operate the Avo on the city’s behalf but received no bids.
One primary concern is safety, with staff reporting that ceiling tiles have fallen during events.
Council members suggested modifying the previous request for proposals by removing deferred maintenance and improvement costs from the proposed contract to determine whether an organization might be interested in operating the Avo if the city invested in the improvements.
Contreras also suggested staff look into grants that could pay for the repairs and upgrades.
Luz Duran Park
The council also reviewed recent improvements to Luz Duran Park and heard options for the existing structure, a former sheriff’s station originally built as a residence. Because of its layout, the building has a maximum occupancy of 10 people.
The first option would demolish the structure and restore the site to park space at an estimated cost of $161,000. The second option would involve limited rehabilitation of the structure to improve safety without increasing capacity, at a cost of $337,000.
A major rehabilitation would remove interior walls, add two new ADA-compliant restrooms, replace plumbing and heating, ventilation and air-conditioning systems and increase capacity to 49 people. That option would cost an estimated $1.171 million. Converting the garage into interior space as part of the major rehabilitation would provide additional usable space but increase the cost to $1.48 million.
Building an entirely new structure on the site would cost more, but state grants are available for community centers.
Contreras suggested that staff pursue a state grant of up to $10 million for a new structure that would provide a more usable community center. If the city does not receive the grant, she said, officials could revisit the other options.
Pickleball
The council also voted to immediately limit pickleball hours at Thibodo Park to 9 a.m. to 8:30 p.m. daily and add new security measures to the fencing to prevent players from bypassing the existing timed locks.
Neighbors have complained to staff and council members about pickleball players entering the courts as early as 7 a.m. They said the sound of paddles and players yelling has been disruptive.
Under another condition of the council’s vote, the Thibodo Park courts will revert to tennis-only use once the new pickleball courts at Breeze Hill Park are completed.
