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Technology Intranets become a selling point at new-home communities

In the southwest corner of San Marcos near Carlsbad lies San Elijo Hills, a new bedroom community hoping to set a trend with a network linking 3,400 homes, three schools and up to 30 local businesses using high-speed Internet access.

The first of its type in San Diego County, the password-protected site (www.sanelijohills.com) will offer residents access to a complete range of activities, including e-mail, family calendars, neighborhood discussion groups, community events and activities and local business information.

Merchants, neighbors, parents and teachers will be quickly accessible to each other through their community network.

Curt Noland, general manager of San Elijo Hills, said the developers envision the virtual network recreating the community connections of a small town.

“Our vision is to build a community complete with all the physical amenities that homebuyers require and offer the intangible elements of a small-town community,” Noland said. “We are using technology as the bridge to bring this community together from the start.”

The developer, Home Fed Corp. based in Carlsbad, installs the network infrastructure during the construction phase consisting of high-capacity, high-performance backbones and minimum wiring specifications for each residence and business.


– Town Center To Be Connected

The town center is not scheduled to open until mid-2002, but work is already under way to virtually connect town center businesses to community residents.

The town center’s plans include a grocery store, a hardware store, three restaurants and 25 service businesses, including a day-care center.

“We have noticed a change in the past two years, where residents are interested in the technology capabilities of their new home,” Noland said.

“As for the businesses, they will have a captive market with the community network and we want them to creatively communicate with their customers.”

Technology partners include The La Jolla Group, which is creating the software, The Broad Band Group based in Sacramento, which is developing the integration, Information Research Systems based in San Marcos, which is working on the interface with other entities like CSU San Marcos and Palomar College, and Celebration Associates based in Wintergarden, Florida, which is handling the community launch.

Noland said using closed-circuit cameras at the baseball diamonds for Little League games is an example of the types of applications they expect to see from the technology partners.

“One hour later, at the town center’s pizza place, they can broadcast the game for the kids and their families,” Noland said. “Or, for instance, to involve the schools with the businesses by having residents order groceries through the intranet and have a delivery sign-up service coordinated through the high school.”


– Shoppers Offered Online Coupons

Currently, the information center at the new-home community is offering online coupons for potential buyers to redeem for a cup of coffee in their coffee shop.

Home Fed Corp. sees convenience as the real benefit to connecting the residents with businesses.

“Finding out when your dry cleaning is ready or what the nightly specials are at the neighborhood restaurant help people plan their day, and better yet, they can do it on their own time. Especially, when it’s convenient for them, not just during business hours,” Noland said.

Maintaining the community network will be up to the residents and businesses, he added.

“We want the community to be involved so that it is not static or stale. And, we want the businesses and the residents to figure out their preferences for what works.”

There are 16 families who have moved in and 100 homes have sold since September. A grand opening is scheduled for April.

Other planned communities, such as Eastlake in Chula Vista, are gearing up to provide more technology to residents, and look forward to connecting them to local businesses.


– Residents Have Access To E-mail

Eastlake’s current Web site (www.eastlake.net) offers marketing information to anyone and password access for residents only.

Residents use the intranet system for e-mail, bulletin boards and community communication.

“This industry is evolving so quickly,” said Bill Ostrem, president of The Eastlake Co. “We have talked about hooking up our own cable company and closed-circuit cameras. It’s all part of the plan. The question is when to incorporate it.”

Eastlake opened in 1986 and is about 50 percent built. The Eastlake Village Center is still expanding with a second phase due for completion within the next 12 to 24 months.

“The existing Village Center has 22 businesses, including two major tenants and five restaurants, but at this point we don’t think that we have enough critical mass to add the business component,” Ostrem said. “Once we get the second phase built, we anticipate the businesses will be ready to use the technology available. The next step is to go to e-commerce where our residents can have access to our businesses and receive coupons and specials.”

Walke is a freelance writer for the San Diego Business Journal.

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