Naomi Soto Has Designs on Palm Springs District 4 Seat

Naomi Soto Among 5 Candidates for District 4 Seat

PALM SPRINGS — The motivation behind each candidate seeking the District 4 seat is unique and Naomi Soto is no different.

UR: Age and occupation

Naomi Soto: I’m 38 years old. I turn 39 two weeks after the election. I am currently a remote employee at the Asthma and Allergy Foundation of America, where I am the Director of Programs. I work on asthma intervention programs in schools and in the community. One of my programs is in over 6,000 schools.

UR: Who or what motivated you to run for the City Council?

Naomi Soto: My experience on the Measure J Oversight Commission was a catalyst for me to run for City Council. Between collaborating with my fellow commissioners, working with City staff, and hearing from community members directly, it was an honor to be a small piece of the development and future of Palm Springs. While serving 6 years on Measure J, I went from being a renter and dog mom to being a homeowner and mother to two children – so I how use, experience, and move about the City changed greatly!  I firmly believe having people with diverse skill sets and lived experiences makes decision making spaces better. I look forward to bringing a fresh perspective to City Council.

UR: How long have you lived in Palm Springs full time?

Naomi Soto: I have lived in Palm Springs since 2017. I’ve lived in the Desert since 2011.

UR: What is your No. 1 priority for the city?

Naomi Soto: Economic development. The work that the City has done to revitalize downtown is a huge accomplishment. We must protect that momentum for a strong economy. I’d also like to see those same best practices applied to other commercial centers across the City. There are too many plazas and business centers across the city with chronic vacancies, encampments, and other flailing conditions. We should accelerate the positive steps of this city council to re-engage plaza owners, small business owners and employees to foster prosperity across the city.  Smaller centers of commerce are a vital component of a robust neighborhood.

UR: What makes you a better candidate than your opponents?

Naomi Soto: I have the experience, service, and perspective to serve as valuable additions to City Council. While on Measure J, I built relationships with City staff and departments that are making lasting, decades-long changes to our community. Additionally, every week, I talk to parents, workers, and retirees who are trying to find a place to live or figure out how to build their careers here. They have hopes and concerns for our beautiful city, and I want to be a voice for them. I’m the only candidate who has been endorsed by any current City Council members, by the Democratic party or any democratic clubs, or any organized labor group. The people who know what it takes to get this job done believe in me.

UR: Do you see yourself a team player or an individual who will fight for your opinion? Why?

Naomi Soto: I’m someone who is invigorated by collaboration and conversation. I have worked with Councilmember Grace Garner on issues in the community and previously served with Mayor Bernstein for 4 years on Measure J. I look forward to building relationships with the other Council members as well.

UR: How do you deal with conflict? Give us an example.

Naomi Soto: When there is conflict or it is hard to come to an agreement, I like to focus my attention on productive dialogue. You find the areas of alignment, you build momentum, and you don’t let perfect policy become the enemy of a good policy. One example of this recently was the Measure J funding for the Plaza Theater last year. The Commission had already funded a portion of the work, but when bids came back higher than expected, the Measure J Commission was asked to fill the gap. This was an unexpected, unplanned ask, and yet we didn’t want to jeopardize the project entirely either! Through many conversations with the Plaza Theatre Foundation, business leaders, and multiple city departments, we were able to recommend an additional $7M. We were thrilled to be able to support the Plaza Theatre while balancing the other infrastructure needs of the City as well.

UR: Does Palm Springs need to change way it’s been doing business? Change its image? If so, in what way?

Naomi Soto: The Covid years brought a lot of change to the City. I would like to be part of the next stabilization era. I’d like to see the City move forward on important priorities like Fire Station 1, the economic development plan, and the parks master plan. I’d like to see all departments staffed and supported for success. Part of that effort will be to focus on high impact priorities and limiting the scale of distracting issues that take up staff’s time and slow down important deliverables.