Coast Highway Master Plan

Welcome to “The Coast Highway Vision and Strategic Plan” web site. This site is intended to inform the public about the master planning effort for the highway corridor that extends 3.1 miles through the City of Oceanside.

Why & How This Effort Got Started

Coast Highway, Oceanside’s iconic coastal corridor (also known as “U.S. Historic Route 101”, or “Hill Street”), traverses the City in a north-south direction a few blocks east of the beach and serves as a local roadway, as well as a pass-through arterial for Interstate 5 traffic. The roadway was officially commissioned as one of the original U.S. highways in the late 1920s. Through the 1920s, 30s and 40s, the car culture phenomenon encouraged the expansion of auto-related businesses along the then named Hill Street, lining its frontage with service stations, car dealerships, and auto supply stores, as well as hotels and restaurants that served travelers who were making their way through Oceanside. Today, Coast Highway is still lined by a significant number of car-oriented and drive-through uses, many of which retain a mid-20th century aesthetic and are in need of revitalization.

On July 10, 2007, recognizing the need to guide in a positive manner the future development growth along this corridor, the City Council assigned top priority to the Coast Highway master planning effort. A request for proposals (RFP) was issued on December 31, 2007, initiating the “Coast Highway Vision and Strategic Plan”. On April 16, 2008, Torti Gallas and Partners, Inc., was selected as the consulting firm to collaborate with the City’s project staff team and the community on this master planning project.

About the Master Planning Effort

Research work commenced on May 1, 2008. Extensive multi-media public outreach was concurrently initiated involving the following: a dedicated web-site, newsletters, presentations to community groups and City Commissions/Committees, two week-long workshops, news articles in Oceanside Magazine, e-mail blasts to interested parties, phone and/or in-person interviews with community stakeholders, a developers forum, mailed notices, news releases, as well as ads and community news section updates in North County Times.

Stakeholder interviews took place on June 11, 12, and 16, 2008. A community design charrette for the North Coast Highway area segment was held from July 28 through August 1, 2008. A second design charrette with a focus on Mid and South Coast Highway was held from August 25 through August 29, 2008. On September 23, 2008, “The Coast Highway Revitalization Development Experts Forum” took place at the Civic Center and input on the draft vision plan was obtained from experts in the development field. Nine City Commissions and Committees reviewed and provided comments on the draft Coast Highway Vision and Strategic Plan document between January 20, 2009, and March 16, 2009.

On January 21, 2009, the City Council directed staff to remove the Oceanside Harbor and Mira Mar Mobile Home Community areas from the Coast Highway Vision and Strategic Plan and on April 15, 2009 the City Council adopted the plan with a 4-1 vote.