The 2040 General Plan places San Jose’s transformation into a more livable, walkable and transit-oriented city as a cornerstone of its economic development strategy. The economic value of walkable urban places is well established. But changing the character of the city will require a sustained commitment to better urban design principles —like those articulated in the North San Jose Design Guidelines, now under attack. SPUR believes that strengthening these principles is the best way to accomplish San Jose's “Employment First” and “Great Places” goals.