The challenge of cleaning up recreational waters and reducing pollutants from urban runoff is a regional one at crosses the jurisdictional boundaries of individual cities and municipalities. San Diego Mayor Dick Murphy and the city council identified "Cleaning up our beaches and bays by reducing beach postings and closures by 50 percent in four years" as one of 10 city improvement goals to be achieved during the mayor's term. The establishment of this goal was quickly followed by adopting an updated state Municipal Stormwater Permit in February 2001. During this time, the mayor and city council realized the key to successfully cleaning San Diego's beaches and achieving compliance with the state municipal permit was to establish an effective regional environmental advocacy program.
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