New City

LOCATION:

Downtown Civic Center, San Diego, California

PROJECT DESCRIPTION:

In 2024, the City of San Diego was seeing a significant decline in the health and wellbeing of the heart of downtown and their Civic Center site, owned and operated by the City, as a result of a decline in the economy and the recovery from the worldwide COVID pandemic. McCullough worked with nationally recognized urbanist, Frank Wolden, on the redesign of this center, based on an idea to brand this area of downtown and an “arts and culture” hub for San Diego. McCullough took on this effort with Wolden under the idea that great things for “Americas Finest City” had to start with a grand vision. Reflecting into the past when Alonzo Horton purchased 900 acres along the San Diego Bay and rebranded it “New Town” (now San Diego’s real downtown), McCullough and Wolden came up with the idea that this could re-occur (with a new spin “New City) in a 2024 as branding effort for this exciting new civic venture.