Despite being outspent 12-to-1, a grassroots group campaigning against
a plan to build a massive big-box complex in Mendocino County,
California, won a decisive victory when voters rejected the project by
a nearly 2-to-1 margin.
Developers Diversified Realty, one of the largest big-box
developers in the country, spent $1.2 million trying to
persuade the county's 24,000 voters to green-light an 80-acre project slated to include up to 800,000 square feet of
big-box stores just north of the town of Ukiah.
Opponents of the project, organized as Save Our Local Economy,
raised just $92,000, but ran a smart, creative campaign that, over the
course of several months, involved more than 400 volunteers.
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