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CV LINK
Community and Stakeholder Outreach, Content Development, Social Media, Media Relations, Events, Advertising,
Building understanding and support among key stakeholders and environmental justice communities for the design and construction of
Coachella Valley Association of Governments (CVAG) CV Link.
Challenge
The Challenge
The Coachella Valley has long had a need for a transportation route and recreational pathway that will provide a safer, healthy
alternative to Highway 111. The building of CV Link -- spanning eight cities across the Coachella Valley – would provide that alternative
allowing residents and tourists to bike, walk or take a low–speed electric vehicle for activities like shopping, work, restaurant, golf,
tennis and more. It would also provide a safer route for kids to go to school and serve as a meeting place for community activities and
events. CV Link’s construction had the potential to impact multiple population groups. With a Latino population ranging from 50 to 60 percent
in Coachella Valley (many being immigrant/non-assimilated with low household incomes) and a high senior population (many on fixed
incomes), environmental justice outreach was critical. Westbound, in partnership with Burke Rix Communications, was charged with
leading public outreach efforts, ensuring people had equal access to information about the overall project regardless of income or
race.
The Solution
Through a dedicated stakeholder and community outreach program that included community meetings, public events, one-on-one
meetings and more, CV Link was positioned as a game changer that would raise the bar for multi-modal transportation while helping
address healthy lifestyles to reduce costly diseases associated with sedentary lifestyles. Whether it is providing safer routes by
separating pedestrian and bicycle traffic from busy Highway 111, creating an inviting setting for people to lead healthy lifestyles
through exercise-related recreation, or showcasing the nature inspired parkway as a premier destination in the region and beyond -
there were great opportunities to work with a wide range of audiences in English and Spanish to provide them the information to
make informed decisions about the future of CV Link. The outreach gained the support of the overall Coachella Valley, and today CV
Link is enjo
By the Numbers
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