Wealthy investors are looking to build an idyllic new city for “high-agency individuals” in California wine country.
Proposals for Esmeralda, which will be located 90 minutes north of San Francisco in Sonoma, claim the community will become “the most beautiful new city in America.”
But not everyone is happy with the vision of technology-driven utopia presented by founder Devon Zuegel.
Locals have expressed concern that the city will become a “village fueled by cryptocurrencies and artificial intelligence and filled with venture capitalists.”
However, Zuegel and his team insist that the community will not just be an exclusive enclave for the elites, but rather aspires to have a college campus feel where residents can “meet friends just by walking around.”
Rich Californian investors are pooling their money to create a new city called Esmeralda, as shown here in this rendering.
Modeled after “an Italian mountain town,” locals can enjoy a place where “group dinners, creative projects, book clubs, and entertaining sports happen spontaneously,” according to Esmeralda’s website.
‘It would be great to be a father there too. Instead of chauffeuring your kids, you could give them more freedom and simply tell them to come back at dusk,” the description reads.
While it may seem like a distant dream, Esmeralda is getting closer to becoming a reality after investors were granted an exclusive option to purchase a 267-acre parcel of land.
“If you dream of living in a small town and being surrounded by creative, action-packed people, we’re building this for you,” said Zuegel, a former GitHub employee.
But amid the enthusiasm, discontent is brewing among some skeptical locals.
‘How will you determine if people have enough ‘high agency’ to live in your city? Credit check? asked one person.
‘Cryptocurrency and AI-powered town full of venture capitalists near Healdsburg. Definitely what the locals want,” added another.
‘Where will the cleaners live?’ One person joked.
The city will be located 90 minutes north of San Francisco in Cloverdale, Sonoma County.
Esmeralda Land Company recently purchased this 267-acre tract of land
Cloverdale local Nancy Reyes told San Francisco Chronicle: ‘It seems like they want it to be like Healdsburg. And it’s not a place for people like me.
Nearby Healdsburg is battling a housing crisis, as luxury condos, hotels and skyscrapers continue to spring up.
However, Zuegel insists that the neighborhood will support “a wide range of incomes and stages of life.”
To ensure this, the 170 homes proposed will be “a wide range of housing types and styles”.
“In our many on-the-ground conversations with Cloverdale residents over the last year, we have not heard anyone express concern that our project will make the community unaffordable,” he explained.
‘In fact, most residents have told us they are excited about its inclusion. Cloverdale has not seen much market-rate housing development in the last decade, and the region desperately needs more housing supply at all income levels.
To achieve this, the development will be financed by Esmeralda Land Company, an independent for-profit company backed by investors.
But despite its high-profile sponsors, Zuegel says Esmeralda will be for everyone.
The concept is spearheaded by founder Devon Zuegel, a former GitHub employee.
“Far from being a gated community, we plan to build an extensive new network of public access trails throughout the site, including the SMART Pathway and Great Redwood Trail,” he explained.
‘The Institute will host activities, events and classes that all Cloverdale residents will be able to enjoy. Historically, this land has been closed to the public. “We plan to change that.”
Zuegel explained how his idyllic childhood summers spent at his grandmother’s house in the town of Chautauqua, New York, served as inspiration for the project.
Each year the walkable community of 8,000 comes to life with a series of lectures, workshops and performances in a series of pavilions.
Zuegel describes the feeling as “a college campus combined with a family summer camp.”
“My best childhood memories are the summers I spent at Grandma’s house in Chautauqua,” he explained. “I would sit on the porch reading and family friends would pass by and stop to chat.
“Sometimes I would jump in and join them on the way to a conference or workshop.”
This summer, Zuegel put his vision to the test with Edge Esmeralda, a temporary pop-up city inspired by Chautauqua’s summer program.
Esmeralda’s founders hope it will be “one of the most beautiful new places in the country” and present an image of the city as a walkable and bikeable metropolis for all ages.
The 1,300-person gathering in Healdsburg was designed to be a prototype of the permanent city that will return to business each year.
Participants between six weeks and 86 years old paid up to $2,158 each for a one-month ticket.
Attendees were invited to enjoy sessions on how to make wearable AI and build solar-powered A-frames, among other workshops and talks.
San Francisco Standard reporter Zara Stone described the event as “biotech meets blockchain meets blood draws.”
Participants could choose between virtual reality experiences, yoga, group therapy and other sessions.
The events had titles such as ‘Cities of Tomorrow: Flying Cars Meet Ancient Urban Designs’, ‘Protocols for Decolonization’, ‘How to Die: A Ritual of Death’ and ‘Help Build a Data Terrarium’.
“Our vision for Esmeralda is to build a year-round community that takes the best parts of Chautauqua and updates them with the vibrancy, diversity and culture of invention of the Bay Area,” Zuegel said.
But when it comes to the city’s aesthetic, Zuegel looks further afield, toward Mediterranean influences.
Among the influences for the city’s aesthetic is Las Catalinas in Guanacaste, Costa Rica, a coastal community with the “essence of a classic Mediterranean mountain town.”
“Two key components will make Esmeralda special: our hardware, an Italian mountain town, and our software, a culture of learning and building,” he explained.
He cites Las Lomas Pueblo in Andalusia as one of his inspirations. The Spanish city has “human-scale streets”, as well as abundant vegetation and squares.
It is also inspired by the coastal town of Las Catalinas in Costa Rica, built just over a decade ago, “with the essence of a classic Mediterranean mountain town.”
Similarly, the walkable centers of Serenbe, a chain of towns outside Atlanta inspired by the English countryside, reflect the kind of community Esmeralda could be.
Currently, Esmeralda Land Company has entered into a purchase and sale agreement for a property in Cloverdale.
Prior to closing, due diligence is being conducted on the lot, which is located in Cloverdale.
Prior to Zuegel’s purchase, the property had been greenlit for a development that included a hotel, spa, restaurants, housing, retail and an events center.
Zuegel cites the walkable centers within Serenbe as one of the things he likes about the community.
Esmeralda leaders have met with city officials to develop their vision, including plans for a 150-room hotel.
“City Council has been very supportive of the proposed AVR project based on current entitlement approval and is eager to see if the project moves beyond the due diligence phase,” said City Manager David Kelley.
‘The community is waiting cautiously and optimistically to see if the project moves forward and what changes will be sought in the approved development plan.
“While it is still early in the due diligence process, I suspect there will be broad community support for the development elements outlined by Esmeralda Land Company.”
Esmeralda is keen not to repeat the mistakes of California Forever, another proposal for a walkable urban center in the San Francisco Bay Area that has stalled amid accusations of elitism.
Similarly, Serenbe, a chain of towns outside Atlanta inspired by the English countryside, is being used as inspiration.
“While we are very different from California Forever, there is much to learn from their experience,” Zuegel said.
‘California Forever proposes building a large new city built from the ground up in an unincorporated rural area; We propose to create a new neighborhood within the boundaries of an existing incorporated city, on a former industrial site.
‘The political and social context could not be more different. Since announcing our plans to purchase the property this summer, we’ve received tremendous local support: hundreds of encouraging messages and dozens of invitations for coffee and walks.
‘Everyone I’ve met wants to share ideas and learn more about our plans. I’m impressed with the YIMBY feeling in Cloverdale.’