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November 8, 2016 — California General Election
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City of Solana BeachCandidate for City Council

Photo of Jewel Edson

Jewel Edson

Business Owner/Volunteer
3,422 votes (21.07%)Winning
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My Top 3 Priorities

  • Address the challenges of growth by preserving the qualities we treasure and ensuring residents’ and City Council’s essential right to shape development projects. Listen, increase transparency, and improve City processes.
  • Champion fiscal stability by expanding reserves, protecting property values, supporting our business community, and seeking a balanced Fairgrounds deal.
  • Assure safe streets, neighborhoods, parks and pathways. Fast-track capital improvements, secure approval of the Local Coastal Plan, protect natural resources, and meet State-mandated Climate Action Goals.



Profession:Small business owner with a successful corporate background in HR and Finance.
Commissioner & Chair, City of Solana Beach View Assessment Commission — Appointed position (2007–current)
Solana Beach Representative, San Diego County Community Enhancement Grant Review Panel — Appointed position (2015–current)
Two term Appointed Representative Solana Beach, SD County Grant Review Panel - two-terms — Appointed position (2015–2016)
Director, Solana Beach Chamber of Commerce Board of Directors — Appointed position (2010–2013)
Commissioner & Chair, City of Solana Beach View Assessment Commission — Appointed position (2003–2007)

Community Activities

Board of Directors, Solana Beach Chamber of Commerce (2010–2013)
Annual Fundraising Events Committee, Community Resource Center (CRC) (2009–2012)
Volunteer - Hurricanes Katrina, Rita & Wilma, American Red Cross (2005–2005)


Solana Beach needs qualified, experienced, proven leaders who are well prepared to address the challenges of growing our City while preserving the wonderful qualities we treasure. I’m prepared to hit the ground running. I have the vision, skills and community experience necessary to make a difference on City Council from day one.

My professional background includes successful leadership and management roles. I own and operate a special events company. Previously, I was Director of Operations for a tech start-up, responsible for HR and finance. Earlier, as Senior Event Planner at Qualcomm, I conceived and managed HR projects and special events.

Involved and dynamic, since moving to Solana Beach with my family nearly 20 years ago I’ve been an active member of the community.  My community experience includes:

  • Solana Beach View Assessment Commission, City Commissioner (many years as Chair)Nearly 11 years of experience working with Solana Beach Municipal Code making tough, informed, balanced land-use decisions so that approved projects both residential and commercial fit, enrich and are compatible with our community. 
  •  San Diego County Grant Review PanelSolana Beach appointed representative. Two terms securing grant funds to promote our City and benefit our environment, quality of life, arts and education, and local charitable organizations. 
  • Solana Beach Chamber of Commerce  – Board of Directors Promoted our community, supported local businesses, created the Shop Solana Beach for the Holidays campaign, and participated in Chamber sponsored events such as the annual Fiesta Del Sol.
  • Neighborhood leader  Guided a successful multi-year effort to form and implement a UUD (Underground Utility District) which improved neighborhood aesthetics, safety & property values.
  • Solana Beach’s 25th Anniversary Parade  – produced in collaboration with City staff and the Chamber of Commerce. 

I have also volunteered at multiple Beach Blanket Movie Nights, Paws in the Park, numerous committees, community meetings and charitable fundraising activities. I am a longtime supporter of the San Elijo Lagoon Conservancy and I also support the Solana Beach Fund, Friends of the Library and Solana Beach Civic and Historical Society.

Who supports this candidate?

Featured Endorsements

  • League of Conservation Voters
  • Deputy Sheriffs’ Association   
  • Sierra Club

Organizations (3)

  • Deputy Sheriffs' Association
  • Sierra Club
  • League of Conservation Voters

Elected Officials (11)

  • Mayor Dave Zito
  • SB School District Board Trustee Debra Schade                                                              
  • SD County Supervisor Dave Roberts
  • SD County Supervisor Pam Slater-Price (Former)
  • Former Mayor Doug Sheres 
  • Former Mayor Rick Hendlin
  • Former Mayor Tom Golich
  • Former Mayor Tom Campbell
  • Council Member Mike Nichols                                                           
  • Council Member Lesa Heebner                                                          
  • Former Mayor Tere Renteria

Individuals (13)

  • Gordon Johns, SB City Commissioner – Budget and Finance Commission
  • Jeff Anderman, SB City Commissioner – Budget and Finance Commission
  • Former Mayor Celine Olson
  • Steve Ostrow, SB City Commissioner – Public Arts Commission
  • Tracy Richmond, SB City Commissioner - View Assessment Commission (former)
  • Pat Smart, SB City Commissioner - View Assessment Commission (former)
  • Jin Ratzer, SB City Commissioner - View Assessment Commission (former)
  • Rebecca Lawson, SB City Commissioner - View Assessment Commission (former)
  • Patricia Coad, SB City Commissioner - View Assessment Commission
  • Lynne Truong past SB City Commissioner & Chair – Parks and Recreation Commission
  • John Scales, SB City Commissioner - View Assessment Commission (former)
  • Lisa Montes, Vice President – La Colonia de Eden Gardens Foundation
  • Michele Stribling, President – Solana Beach Civic and Historical Society

Questions & Answers

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

What is the most significant challenge facing the City of Solana Beach, and if you are elected, what steps will you take to address it?
Answer from Jewel Edson:


With many large projects anticipated, the next few years will shape our city's future character. Managing the often conflicting goals of new development and concerns of existing neighborhoods requires skill and experience. The pending train station project is just one example. If carefully developed it will enrich our community and boost our economy. The ability to strike the right balance by mitigating impacts such as parking and traffic, while addressing compatibility with surrounding neighborhoods is essential.


Solana Beach needs qualified, experienced, proven leaders who are prepared to address the challenges of growing our city while preserving the wonderful qualities we treasure. I have the vision, leadership skills, professional qualifications and history of commitment to our community to face those challenges.


A 20-year resident, I’ve volunteered extensively for our community. As a City Commissioner serving on the View Assessment Commission, I have 11 years of experience working with Solana Beach Municipal Code making tough, informed, balanced, land-use decisions.


My professional background includes successful leadership and management roles in both large and small companies. I have corporate experience in project management, HR & Finance at tech companies including Qualcomm. In addition to understanding land-use, I am fiscally conservative and know how to watch the bottom line.








Political Beliefs

Political Philosophy


Why I’m Running.  I care deeply about our City and I hope to earn your vote. I’m an independent thinker and will bring a fresh perspective to City Council.  I truly understand the challenges Solana Beach faces and I am prepared to invest the substantial time and effort necessary to achieve the best results for our City. With my local knowledge, professional credentials and civic experience, I’m prepared to be an active contributor from day one – making the tough, informed and balanced decisions our City Council must make. I will be honored to serve as your City Council member, and I’ll never forget that I work for you.

Fiscal Discipline.  The essence of Solana Beach is our City’s beautiful location, charm and character. It’s what attracts new residents, visitors, businesses and shoppers. If we lose this quality, we jeopardize our City’s fiscal stability. With my hands-on experience in business finance and project management, I pledge to continue the tradition of careful, conservative budget planning and prudent financial practices that keep our City solvent, build reserves, and expand our operating surplus.

Incorporation of our City allowed Solana Beach’s elected City Council ­– rather than a distant County Board of Supervisors – to control land-use decisions, giving our residents a voice in the development projects being considered. We also gained the ability to create a path to the fiscal stability our City enjoys today. As your Council member, I will protect your right to have a voice in projects being considered, encourage our City’s growth, and champion Solana Beach’s fiscal health.

The Challenge to Maintain Balance.  Our city is attracting more attention from developers pursuing new commercial projects.  Throughout the City – where commercial and residential zones coexist – there are a number of large projects in the works: north and south Highway 101, the train station and south Cedros, a large residential care facility off Marine View, and a 260-unit apartment complex on Nardo at Stevens Avenue. If thoughtfully developed, these projects will enrich our community and boost our economy. But striking the right balance is key.

I’ve managed the often-conflicting goals of new development and existing neighborhoods, having served on the only Solana Beach City Commission empowered to make binding decisions. I have the vision and experience to work with developers to shape projects so they fit our community, are compatible with the surrounding area, and mitigate negative impacts to our neighborhoods, quality of life, and property values.

Fair Treatment.  Del Mar receives the lion’s share of revenues from the Fairgrounds, while Solana Beach bears the brunt of the impact. What’s more, the City of Del Mar intends to install parking meters on both sides of Via de la Valle, and is considering a new hotel on Highway 101 at Via de la Valle. These proposals will generate revenue for Del Mar at the expense of Solana Beach neighborhoods. I will work with the City of Del Mar and the 22nd District Agricultural Association to get our “fair share” of Fairgrounds revenue and control.

Improving Our City.  I’ll work with affected neighborhoods to advance improvements such as street and sidewalk improvements on Lomas Santa Fe east of the freeway, much-needed capital improvements in-and-around Eden Gardens, and safer trails and pathways for pedestrians, strollers and bicycles. I will work to obtain funding to build-out the master-planned La Colonia Community Center and Park, and to support the San Elijo Lagoon Conservancy’s restoration efforts at Harbaugh Seaside Trails. I value your input and will advocate for increased community outreach to encourage citizen participation in important decisions.


Property Rights. What happens when your neighbor’s property rights conflict with yours? Until 1986, Solana Beach residents were obligated to live with unsuitable development and insufficient public services. Following incorporation of our City, Solana Beach’s development process was created to fairly balance the rights of all property owners.  My experience on our City’s View Commission has given me a deep understanding of Solana Beach’s local land-use and zoning issues, which will help me serve you as a Council member.

North of us, the overbuilt Cardiff hillsides are an example of what can happen when new development is given precedence over existing structures. The result in Cardiff is a no-win competition as property owners build higher and higher to retain views.

Easier Remodels. Remodeling or building a house shouldn’t be so difficult. It’s time to reform the Planning Department. With our city’s growing popularity, many new residents want to remodel or re-build. I’ve lived both east and west of the freeway, in homes with CC&R’s and without, and I’ve been through the building process several times. As a Council member, I will address this and other vital city functions and work hard to improve the process.

The Right Choice. I have the expertise, experience and drive to build and improve on the progress our City has enjoyed. I’m committed to thoughtful and responsible growth, I’ll uphold sound financial practices and encourage new businesses. I am a good listener and am respectful of other’s opinions. I believe in solving problems and will strive to advance thoughtful, balanced, viable solutions.


If you believe that a candidate should be judged on character, experience, and platform, then please vote Jewel Edson for Solana Beach City Council.





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