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November 8, 2016 — California General Election
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City of El CajonCandidate for City Council

Photo of Steve Goble

Steve Goble

Small Business Owner
7,905 votes (12.62%)Winning
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My Top 3 Priorities

  • Boosting Public Safety to Ensure Safer Neighborhoods
  • Addressing Homelessness in El Cajon to Improve Quality of Life for Everyone
  • Reduced Regulations to Attract and Grow Business



Profession:Small Business Owner/Marketing Professional
Senior Vice President, Annex Brands, Inc. (2006–current)
Franchised Store Owner, PostalAnnex+ (2000–2007)
Manager of Financial Planning and Analysis, Factory 2-U, Inc. (1997–1999)
Senior Marketing Analyst / Senior Financial Analyst, Foodmaker/Jack in the Box, Inc. (1990–1997)
Franchised Business Owner, Baskin-Robbins, Inc. (1994–1997)


San Diego State Univeristy Master of Business Administration (M.B.A.), Marketing (1987)
San Diego State University Bachelor of Science (B.S.), Business Administration (1983)
Grossmont College Associate of Arts (A.A.), General Major (1981)

Community Activities

Marketing Committee Member , Partnerships With Industry - Helping Adults with Developmental Disabilities Gain Employment (2013–current)
Chairman - Advisory Board of Marketing Dept in College of Business, San Diego State University (2012–current)
Volunteer Coordinator - Thanksgiving and Christmas Dinner for the Homeless, The Salvation Army (1986–2000)
Volunteer for Home Repairs for Seniors/Low Income, Lutheran Social Services of San Diego (1996–1998)
Wish Grant Coordinator, Make A Wish Foundation (Orange County and San Diego) (1989–1990)

Who supports this candidate?

Featured Endorsements

  • San Diego County Supervisor Dianne Jacob
  • El Cajon Police Officers' Association
  • San Diego County District Attorney Bonnie Dumanis

Organizations (2)

  • El Cajon Professional Fire Fighters
  • Pacific Southwest Association of Realtors

Elected Officials (4)

  • Dr. Michael Emerson, Grossmont Healthcare District Trustee
  • Guy McWhirter, La Mesa City Councilman
  • Jim Stieringer, Grossmont Union High School District Trustree
  • Bill Baber, La Mesa City Councilman

Individuals (7)

  • Patrick Edd, Pres/CFO of PostalAnnex+/Annex Brands, Inc.
  • Former El Cajon Mayor Richard Brown
  • Jack Lentz, Founder and CEO of PostalAnnex+/Annex Brands, Inc.
  • Former El Cajon Mayor Joan Shoemaker
  • Walter Ekard, Chief Adminstrative Officer (ret), County of San DIego
  • James Davis, Chief of Police (ret), El Cajon Police Department
  • Bob and Cindy Taylor - Taylor Guitars

Questions & Answers

Questions from League of Women Voters of San Diego (1)

What is the most significant challenge facing the City of El Cajon, and if you are elected, what steps will you take to address it?
Answer from Steve Goble:

Boosting public safety to endure safer neighborhoods is the #1 priority.  According to SANDAG's mid-year report for 2016, violent crime in El Cajon is up 28% vs same period in the prior year.  Property crime is up 14%.  Much of this increase is likely due to prisoners being transferred from state prison to county jail and then released due to overcrowing (result of AB109) and lowering the penalties for some crimes such as selling drugs from felonies to misdemeanors (Prop 47).  As a result, some criminals know the worst they'll get is a ticket instead of going to jail.  However, the state didn't give us adequates funds to track these parolees, and they're back to their old bad habits. We need more police officers to be a visible deterrent to these increases in crime.  Compared to the 2003 city budget, we have 20 fewer officers, yet crime is up.  We have to reprioritize our budget to pay for more police.  

We also need to pay our current police officers better to retain and attract the best candidates to the department.  According to a November, 2014 study done for the City of San Diego, El Cajon's police officers rank 16th or worse out of 19 cities in base pay.  Already we've seen the Rookie of the Year leave for a different city for higher pay.  Again, it's a matter of priorities in the budget, and we have to find new sources of revenue or shift monies from other areas, or both.  We need to do a better job of retaining our existing force and providing a more attractive package for prospective candidates.  Years ago, when the department would post a hiring period, they'd get 400-500 applications.  Today, they're getting less than 300, and after vetting, perhaps only making an offer to just one candidate.

Boosting pay and the increasing the number of officers will result in an increased public safety presence which will lead to safer neighborhoods.  This is perhaps the most significant challenge facing the city.

Political Beliefs

Position Papers

Issues Steve Goble Believes are Important For El Cajon


The following list is the priorities I see for making a better El Cajon.  It's not a complete list, but one to start a discussion on budget priorities.



El Cajon is very fortunate to have a dedicated, professional police force guarding our city, keeping the peace. We need to make sure they have all the resources they need to ensure our community remains safe.      The preliminary FY2016-2017 plan calls for approximately $31 million or 45.7% of total General Fund expenditures. While I support this allocation, I hope we can find funds to put at least two more patrol cars on the streets and raise the pay of existing officers to rank higher than 16th out of 19 cities surveyed in a 2014 report done for the City of San Diego.


Fire service provided by Heartland Fire Department is at a nationally recognized, superior service level.  In June, 2015, the department achieved a Class 1 rating by the Insurance Services Office.   At that time, only two agencies in all of San Diego county had a Class 1 rating from the ISO:  Heartland and Poway.  Only 10 in California and 97 nationally out of 47,000 agencies have earned this prestigous rating. (Source:   The preliminary 2016-2017 budget calls for El Cajon's share (with La Mesa and Lemon Grove also contributing) to be $11.7 million in spending, and I agree with this allocation.  However, like most citizens, I always hope any response time can be improved, and where we can make improvements to that measure, including taking a look at increasing resources to do this, I will support this.   Ensuring our public safety departments are not only adequately staffed and trained but also properly outfitted is a very important issue to me.


You can't save your way to prosperity.  Put otherwise, if you don't continually reinvest in the infrastructure of the City, eventually something's going to give way, causing an even bigger headache.   I support the City's plans to update its sewer system, replacing pipe on a scheduled basis to ensure we don't experience something unexpected. Continuing to resurface or reslurry roads must continue to be a priority (more on this below).   Investing in new technologies such as LED lighting will provide cost savings in other areas.   Making appropriate investments in technologies will ensure we serve the public efficiently and with excellence. Roads According to the City's preliminary budget, road conditions are rated according to a measure called the Pavement Condition Index (PCI).  A rating of 100 is for a newly constructed road while anything less than 20 is considered a road in very poor condition.   El Cajon reports its average condition of the 452 miles of roads in the city as an 80, with the average for all of California a 66 and San Diego County a 70.   Roads in good condition are important for public safety, property values, and a community's image.  I support the current plan to spend general fund resources to maintain or exceed the current rating of 80. Reduced Regulations Having been a small business owner twice, I know what it means to be impacted by governmental regulation. For example, when I owned a Baskin-Robbins franchise in another East County city in the mid-90's, I sought approval for two tables with chairs in front of the store.  My store was quickly outgrowing the seating available inside. That city said I would have to put in gaslamp-style lights to fit the rest of the street, planter boxes to provide visual enhancements, and new concrete curbs and gutters in front of the store where there was an asphalt burm.  All told, the project would have cost me over $80,000. Needless to say, I decided my two tables with chairs wasn't going to bring me over $80,000 in additional business to cover the cost of the improvements, so I stopped work on that project.   Like the situation I've just described, I believe there are often unintended consequences, usually negative, which accompany many regulations. These consequences often have an adverse impact on the very people who should be rewarded, not punished, for taking risks in creating jobs, adding value to a community.   When governmental regulations result in new fees, taxes, and required contributions, we reduce the incentive for new businesses to start and for existing owners to invest and grow.   Therefore, I am in favor of the least amount of regulations on a business.  Let the market have the first opportunity at self-regulating.  I want El Cajon to become the hub for new business incubation, and I support the City's plan to allocate funds to achieve this goal. Recreation El Cajon is rich in heritage, strong in tradition.   We have beautiful facilities to enjoy these deeply rooted values of our community.  The City lists 15 parks, playgrounds, and sports fields which offer programs and events to build healthy individuals and families. Participating in these programs offers residents a greater sense of connection with each other, increasing the value of the community.   There are many good stories which could be told from the programs and activities found in these centers, and if any young person has ever not participated due to a lack of resources, I'd like to make sure we remove that obstacle.  The City's budget plan estimates 22.7% of El Cajon's youth (ages 3-14) participate in the city's programs, and I'd like to see that number increase to 25% in the next year.   Better parks, better playgrounds, better sports fields add value to a community as a desirable place to live and play. Responsibility We often think of a person who is "reserved" as self-controlled or restrained in showing emotion.  However, reserved can also mean "set aside" as in, "That seat is reserved."     In the operation of a City, we "reserve" or "set aside" funds for unexpected expenses.  Responsible fiscal management shows "self-control," restraining our spending so we can provide for civic needs if resources ever fall short.   As a fiscal conservative, I support a plan which ensures we have adequate reserves to cover unexpected situations. From natural disasters to unforeseen calamities and more, we need to be able to provide adequate support to the City's residents. Renewal 

For Property

When shopping carts are left abandoned, when graffiti is sprayed, we need to quickly clean up our house.  The longer it remains, it may communicate we don't care, and it becomes a magnet for more of the same.  When we see signs advertising  "We Buy Diabetic Test Strips" or "We Buy Houses - Cash!" nailed to utility poles, it negatively impacts the image of our neighborhoods.   As a marketing professional, I'm keenly sensitive to how a visual presentation impacts an organization's image.  I will work diligently to ensure we can quickly clean up visual blight wherever and whenever it pops up.

For People

As a City of many cultures, we have the opportunity to demonstrate that which makes us great, our good-neighbor attitude. No matter the country of origin, no matter the area of town we live in, we all like coming together for a cause or a celebration.  I'd like to explore more events which accomplish this worthy goal.  It can't help but develop more friendships and more unity in our community.

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