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# Traffic-fighting initiative qualifies for fall ballot
- URL: https://www.smdp.com/traffic-fighting-initiative-qualifies-for-fall-ballot/
- Published: 2008-05-20T15:00:00.000Z
- Updated: 2026-10-24T19:37:47.000Z
- Author: Guest Author
- Tags: Government & Politics, Santa Monica, #archive-import

*Voters to decide whether to limit commercial growth*

*By DAILY PRESS STAFF*

CITY HALL The question of whether commercial growth should be severely restricted in Santa Monica will come before voters this fall.

The Residents’ Initiative to Fight Traffic, often referred to as RIFT, qualified for the November election, receiving the necessary 5,800 signatures of registered Santa Monica voters.

The measure, which was authored by Santa Monica Coalition for a Livable City, seeks to combat traffic congestion in the city by placing an annual cap of 75,000 square feet on new commercial development over the next 15 years, excluding schools, hospitals and other community spaces.

The campaign behind the measure spent 10 weeks gathering more than 10,000 signatures and submitted the petition to the City Clerk in late April.

“If we had 20 weeks we would’ve had 20,000 signatures and that is as many signatures as we need to win,”Diana Gordon, co-chair of the Santa Monica Coalition for a Livable City, said. “Residents are fed up and are willing to make the decision themselves as to how much commercial growth and traffic is reasonable for Santa Monica.”

City officials have raised concerns that the initiative would negatively impact the Land Use and Circulation Element, the update of the general plan which guides development in the city for the next two decades.

The LUCE strategy framework was recently released to the public and will be discussed at a series of meetings later this week.

The Santa Monica Chamber of Commerce’s Board of Directors unanimously voted to oppose the RIFT, citing concerns with possible impacts on mass transit funding and the ability to create workforce housing.

City Hall is currently conducting an economic and fiscal assessment and traffic impact study associated with the RIFT initiative, examining areas such as housing, employment, infrastructure and quality of life. The study is expected to be presented to the City Council on June 24.

“Residents are understanding that we’re losing what Santa Monica is, that traffic is becoming unbearable and our streets can’t handle any more cars,” Gordon said.

*Originally published in the Santa Monica Daily Press print edition on May 20, 2008.* [Read the original PDF.](https://s3.us-east-1.amazonaws.com/smdp%5Fbackissues/052008.pdf?ref=smdp.com)