Candidate for
Council Member; City of Escondido

Deborah Goodrich and her family moved from Rancho Bernardo to Escondido two years ago. She and her family enjoy their quiet, woodsy neighborhood and the friendly, more relaxed environment that Escondido offers.

Deborah is the mother of three sons, the oldest, a computer networking engineer; the middle son, a small businessman and her youngest son who is a full time, business and accounting student at the University of California at Riverside. Deborah's husband John, is a Registered Investment Advisor, Certified Financial Planner and arbitration panelist for FINRA. John has been in the investment and securities industry for more than 25 years, retiring from his position as Vice President, Wealth Manager from Merrill Lynch before opening his small business in San Diego.

Deborah has maintained a career in the financial services industry for more than 25 years. Her background encompasses brokerage and executive level positions in banking, savings and loans and credit unions. At the latter, she was hired as CEO and tasked to return a credit union seized by federal regulators back to a well managed, risk controlled, financially sound institution which she achieved.

Her interaction with customers, board members, employees and volunteers is extensive which has made her a flexible and easy to approach person.

Deborah holds a degree with honors in psychology and has participated in continuing education within the financial industry throughout her career.

Deborah has been a member of the Rancho Bernardo Community Council amongst a large variety of other volunteer efforts (past and present) including: Rotary; Soroptimist; American Cancer Society; Spirit of the Fourth; SoCal Dictionary Project, her church and the Mother's Against Drunk Driving.

As City Council member, and no stranger to hard work, Deborah plans to tackle a variety of issues. Her goals will include:

• Working directly with business leaders to formulate strategic plans promoting employment opportunity and economic development;
• Review and monitor fiscal and operational policies to ensure best use of city funds and city land;
• Provide support to law enforcement to determine best pathways toward the continued reduction in crime;
• Work with small businesses to increase tourism to the city to bring a larger share of San Diego's tourism revenue to Escondido.
• Improve opportunity for troubled or disadvantaged youth through the use of mentoring programs;
• Implement solution based criteria to reduce the city's homeless population.
• Establish neighborhood focus groups throughout the city to empower those who feel `voiceless' to reach out with their ideas on ways to improve the quality of life for themselves and their neighbors;
• Create permanent city-wide, interactive neighborhood clean up and beautification programs which encourage pride in ownership;
• Meet regularly with residents and local groups and organizations to ensure their needs are heard.