Video Candidate Statement

By Jessica M. Mitchell

For those who may not be able to watch the streaming video, here is Jessica Mitchell's written speech that she used to direct her during the video taping.

I graduated from the University of California, Irvine with a degree in Environmental Analysis and Design. As an Avalon resident since 2000, I have worked or managed businesses in the recreational, hospitality, and restaurant industries. I also obtained a California real estate sales license in 2006.

But this town doesn't need another real estate agent it needs leadership with vision and the strength to take action. I feel my experience as a volunteer on the Avalon Planning Commission for almost four years has prepared me for the position of City Council member. This community has a plethora of issues that are of immediate concern. Some of which I am very familiar and others I am currently working to better educate myself. I feel that priorities need to be established and progress must be made on a daily basis.

My areas of greatest concern include our water management and allocation system, the much needed upgrade of our infrastructure, and regaining fiscal stability within City government. Our latest annual report from the Chamber of Commerce also shows the consistent 5 year decrease in visitor counts. In 2009 we recorded the highest drop since 2001, but the cumulative decrease of the last 8 years is over 40%!

The Wrigley ownership of Catalina Island from 1919 - 1975 demonstrated the responsible stewardship of such a serious undertaking as that of caring for an entire town. The Wrigley's created business to ensure the residents would survive and established Avalon as a destination that attracted a broad spectrum of visitors from every demographic. As a community that has now grown to approximately 4000, we need a City government that protects its residents by working in their best interest.

We all rely on a constant and reliable visitor base. However, as the vibe of Avalon has changed we have a disparity in the image we portray to our guests. As a community I thought we made a great decision when we adopted the Avalon Vision 2020 to work towards becoming "A healthy, small town island community--A quality cultural resort --A model ecological town."

As I see it we are not working effectively towards this vision. Instead we have property owners that are less than supportive of local businesses and long-term leases are become a thing of the past producing less stability and a decreased sense of community. That in turn creates business owners who squeeze their employees and customers to make every dollar count, and have little motivation to improve the value of their services, thus driving away visitors.

We are almost devoid of culture in the true sense; we have no standing entertainment schedule, a limited live music scene, and a small variety of activities offered by several vendors.

Rather than becoming a leader in the implementation and use of environmentally friendly technologies we burn fuel to make electricity as the wind and sun bombard us with their offerings. We also are forced to desalinate water to feed our demand rather than restructuring the method in which it is allocated and thereby better plan for the future growth.

We need to bring the community together under the goals of prosperity and responsible growth for Avalon. The stakeholders of this community must recognize that any planned change takes time and a major change in visitor demographic will not happen over night with the addition of a few new attractions. We cannot afford to alienate our long term, repeat visitors with hopes of attracting high profile, big money guests that are hypercritical of service, value and selection.

In a global economy where competition is fierce we need to raise the value of our Island services to make us a truly desirable destination. However it needs to be a widespread event with full participation in every level of guest interaction. Avalon's success is intertwined with each and every business and the impression their employees make on our guests!

Reaching the goals of the Avalon Vision 2020 is task the City cannot accomplish alone but we must plan for our future and exert our influence wherever possible to make a positive change, so there will be a future here for ALL of us in Avalon.

I have been a fair and effective Planning Commissioner, it is my practice to recognize all aspects of an issue and then focus on solutions. My record shows a strong commitment to Avalon's full time residents and business owners, plus an appreciation of the importance of vacation and investment property owners.

I take the time to meet with applicants to gain a better understanding of agenda items, and work diligently to prepare myself to the fullest for our meetings. I have the integrity to maintain my unbiased approach and be a valuable asset to the City Council.

I treat my counterparts with respect and keep an open mind, even if I disagree with their point of view. I will bring a new level of civility and professionalism to the City Council.

I hope to earn your respect and your vote!