It s not broken down. It s based on the brand, and the brand is San Diego. Once folks get to town, they find that we re a mosaic community. Mattson uses a mall analogy. San Diego is the mall, she explains.
North County is one of the department stores in the mall.
One could take that to mean the Wild Animal Park is like the pet shop, or Carlsbad s flower fields like the florist. But just four years ago the budget was half that. The bureau is funded by the city of Escondido where its office is based the county of San Diego and the cities of San Diego, San Marcos and Vista. Counting Mattson, there are six full-time staff members. And there s an 18-member board of directors with representatives from all over, including Rancho Bernardo, the city of San Diego, Carlsbad and, yes, La Jolla.