There was a time years ago when the South County was a place motorists passed on the way to Mexico. Its unpretentious working-class communities — most with large Latino populations — existed quietly, largely unnoticed in the shadow of fast-growing, more affluent cities and neighborhoods to the north.

Those days are history. “Now it’s a destination place,” says Cindy Gompper-Graves, executive director of the South County Economic Development Council, an organization of business, civic and government leaders. “You work here. You live here. You shop here — and you also go to Mexico.”

Like a jeweled necklace, glittering new waterfront developments will soon circle the South Bay, as the port and municipal governments carry out their visions for marinas, hotels and other amenities. Chula Vista approved a long-awaited bayfront plan along with the San Diego Unified Port District. Across the bay, Coronado already has embarked on a major redevelopment on Glorietta Bay. The city razed a jumble of dilapidated buildings and is in the midst of building a 40,000-square-foot community center with a pool, gymnasium, fitness center and a new community playhouse. The $30 million project also will give Coronado a new City Hall and a waterfront promenade for the public.

Change also is sweeping through Imperial Beach. Home buyers have come to realize that the city of 25,000 is one of the last places to buy a home on the beach for less than $1 million. Last year alone, the city issued more than 20 demolition permits, as property owners tore down old houses to make way for the new. The civic fathers are committed to revival. About $20 million in redevelopment bonds will be used to spruce up the Imperial Beach commercial district.

Developers are still going gangbusters in San Diego’s South County. Standard Pacific, Western Pacific/D.R. Horton, San Miguel Ranch, Otay Ranch, Eastlake Properties, Shea Homes and standard-bearer McMillin Communities are as active as ever, some more so, and for good reasons.

With low interest rates, the buyers line up as fast as builders can build. But the South County has advantages that North County lacks, notably proximity to the best of San Diego — Downtown and San Diego Bay. While areas to the north, such as Tierrasanta, Peñasquitos and University City are built out, a similar distance to the south of Centre City gives builders and residents room to grow. Public transportation, including the San Diego trolley, buses and freeways are better established in the South County.

Finally, there is the U.S.-Mexico border, which helps define the South County, culturally and economically. This edge of the United States continues to attract private and public investments. In San Ysidro, the city of San Diego is working with the federal government to improve the port of entry. Companies — many doing cross-border business in Baja California — continue to flock to Otay Mesa. Beyond these industrial parks, the county holds 2,700 vacant acres, the last frontier for development.

“This area is going to take off over the next 10 years,” says Gompper-Graves. “You are going to see wonderful, wonderful things happen in the South County.”

— Lynne Carrier