Plaza de Panama

In 2011, Dr. Irwin Jacobs put forth a bold proposal to reclaim Balboa Park for pedestrians by restoring several historic plazas and promenades that had been lost overthe years to parking and roads. Called the Plaza de Panama Project, MJE Marketingled the public outreach effort for this visionary plan. MJE was tasked with reaching a diverse array of stakeholders and building public support for the project.

MJE developed a messaging platform and identity that was incorporated into a suite of informational materials to support outreach efforts. They highlighted the beauty and history of Balboa Park, and helped convey the message that the project would be returning historic plazas and promenades to the people. A public outreach effort incorporated more than 200 meetings with key stakeholders, Balboa Park interest groups, community groups, business and tourism groups, and civic associations; government relations efforts; and a campaign to build public support for the project.


  • Thousands of endorsements
  • More than 150 supporters attended the final City Council hearing
  • Project approved with a 6-1 vote of the City Council

Comments are closed.