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Bella Heule

Chief Marketing Officer, Port of San Diego, USA

Building a Wonderfront: Conversations, Concensus and Partnerships

Possibly the single biggest challenge facing the Port of San Diego is having meaningful conversations and building consensus with stakeholders, and then crafting and identifying the right partnerships that will help us get our projects across the finish line. Two success stories will be highlighted: The Chula Vista Bayfront project and the Tenth Avenue Marine Terminal Redevelopment Plan.
The Chula Vista Bayfront project represents one of the last truly significant large-scale waterfront development opportunities in Southern California. At approximately 535 acres, the project seeks to transform a largely vacant and underutilized industrial landscape into a thriving recreational, residential and resort destination on the Chula Vista waterfront. When complete, the public will enjoy more than 200 acres of parks and open space, a shoreline promenade, walking trails, RV camping, shopping, dining and more.
To support our cargo business, the Port of San Diego has commenced work on the Tenth Avenue Marine Terminal Redevelopment Plan. Phase 1, also referred to as the Modernization, began in December 2017. The Modernization is a major public works project, with $24 million in local and federal investment to support modern, clean and efficient technology; and will allow us to capture more business and create even more jobs for local residents.


Bella Heule was appointed Vice President and Chief Marketing Officer in December 2015. She was formerly Executive Vice President of World Trade Centers Association, holding that role beginning in 2012 after serving as President and CEO of World Trade Center San Diego for ten years. She held previous positions as an import/export manager for a Swiss automotive accessory company, as International Sales Representative and Export Manager for SNUGTOP and as Executive VP of World Trade Center Association Los Angeles-Long Beach. She earned her degree at Neuchâtel Business College in Switzerland, and has achieved certification as a Global Logistics Specialist from Cal State Long Beach. Heule oversees the maritime trade, marketing and communications, and government relations functions, as well as other external relations.