NEXT GEN 29: Jessica Cure
The Planning Commission Chair on listening to longtime locals while bringing structure, collaboration, and a designer’s eye to desert development
How does one mark the generational change in a community?
For many years, Twentynine Palms has been governed by a mix of an “old boys club” consisting of descendants of the City’s founders and early residents and Marines who fell in love with the town in which they were stationed and stayed. But within the last year a shift has taken place as evidenced on the City bodies in which members are appointed by City Council. We thought our readers might want to meet this next generation of leadership, so this fall we’re publishing profiles of them under the heading Next Gen 29: Planning Commission Vice Chair Alex Garcia, PAAC Chair Paul Razo, PAAC Vice Chair Sara Lyons, TBID Vice Chair Ashton Ramsey and Planning Commission Chair Jessica Cure.
Change is here.
Published profiles:
Planning Commission Vice Chair Alex Garcia
Public Arts Advisory Committee (PAAC) Chair Paul Razo
PAAC Vice Chair Sara Lyons
Tourism Business Improvement District (TBID) Vice Chair Ashton Ramsey
Traveling east on Highway 62, the story of early homesteaders, businesses that came and went, abandoned mines next to new-build vacation rentals, artists’ dreams, and even a dilapidated cabin or two can play out like a film reel. The Mojave desert draws many, but not all stay. Those who do are of a certain character and grit. In a land of mysticism, real estate consultant and interior designer Jessica Cure sees opportunity:
I had been living in the desert since 2020, watching the energy in 29 Palms shift, and I just felt pulled toward it. There’s something about this city with the mix of creativity, nature, and small-town family vibes felt grounding. Compared to Joshua Tree, Yucca Valley, or Palm Springs, 29 offered the peace and stillness I was really craving… but still had this spark of potential I wanted to be part of.
A Beach Without the Ocean
Cure’s story here started when she was young, raised in the then-small town of Huntington Beach. Her great grandparents moved to the area during the war, establishing themselves outside the Long Beach sphere of influence back when land was being sold directly from oil companies. Her family has stayed there now for generations. While on road trips to Lake Havasu, the Cure family would stop at the Foster’s Freeze in Twentynine Palms.
“I grew up at the beach, in a town that also had seasonal tourism, so in a funny way it prepared me for the rhythm of living near a national park. Still, nothing compares to the quiet, the space, and the simplicity of the high desert,” Cure said.
Drawn to the desert peace and calm, Cure has established roots in the Morongo Basin with a formidable network in the world of real estate, interior design, land use, and development, operating her own real estate consulting business, Cure Designs, out of Joshua Tree, and currently serving as Chair of the Twentynine Palms Planning Commission.
“I’ve lived in places like Las Vegas too, with similar tourist dynamics, but the desert here in Twentynine Palms gave me something I needed: stillness and room to heal.”
Cure graduated from Liberty Christian High School in Huntington in 2002. After attending California State University Long Beach, Cure earned her Bachelors in Interior Design at Interior Designers Institute in Newport Beach. A self-identified serial entrepreneur, in high school and college Cure taught piano for nine years and also ran retail businesses in Los Angeles.
Previously working for a tech startup out of Las Vegas that went public and a farm development in Colorado, she formally started Cure Designs in 2014, “I was always very entrepreneurial and have owned several businesses that I have sold or been a part of that went public.”
Now, at Cure Designs, she manages her own internal team along with outside consultants and trade partners, on everything from construction and development projects, covering the broad scope of California Environmental Quality Act (CEQA) compliance, splitting large parcels, new builds and recreational cabin renovations.
“On most projects, I coordinate a mix of architects, engineers, surveyors, property managers, contractors, accessibility specialists, environmental consultants, and city reviewers. My responsibility is to align budgets, design goals, regulatory requirements, and construction phasing so projects are realistic, compliant, and financially viable.”
Cure recently oversaw a retail tenant improvement project where they successfully implemented ADA (American Disabilities Act) upgrades, public path-of-travel requirements, restroom accessibility, occupancy classification, and fire safety compliance.
Like many, Cure found herself in the Morongo Basin often during the COVID-19 pandemic. After getting a feel for the desert before taking the leap, Cure purchased a home in Twentynine Palms in 2022.
In June 2023, Jessica Cure was sworn in to the Twentynine Palms Planning Commission alongside Alex Garcia, after a 3-2 vote by City Council. At the time, responding to hesitancy from longtime community members like Joel Klink, who served over 16 years on City Council, Cure said “I’m actually new to the City in the last year. I feel very confident that I can be a great part of this Planning Commission.”
Following her appointment to the Planning Commission, Cure earned her real estate license in October 2023. “I have connected a lot of deals in the past as a consultant to other brokers so when I moved out to the desert and decided to stay, I decided it was time for me to add the license to my offerings.”
By the end of 2024, Cure successfully represented the largest real estate sale in Joshua Tree proper for the year, a residential property on Fleur Drive which topped out at $1.95 million.
Learning the ins-and-outs of development and the competitive Southern California real estate market takes diligence and expertise. Cure’s father is a contractor while her mother, a visionary, has always been attuned to interior design and real estate aesthetics. When asked who has showed her the ropes and mentored her, Cure said:
My dad. He has taught me a lot growing up in the business. He still always takes my calls and advises me. I also have hired many advisors along the way who have contributed to helping me verbally process and structure my business ventures. I believe that having good advisors and mentors is key to success as an entrepreneur.
Cure also runs a blog on her business website and an Instagram where she highlights local businesses and offers real estate advice:
Supporting local entrepreneurs (especially women-owned businesses) is huge for me. I’ve always believed that collaboration and community development go hand-in-hand. When one business thrives, the whole town feels it. My blog is a space to highlight the people who are building, creating, and shaping the future of the Morongo Basin in their own ways.
Now the current Chair of the Planning Commission, alongside Vice Chair Alex Garcia and fellow Commissioners Jim Krushat, Leslie Paahana, and Max Walker, Cure’s keen eye is apparent at the Planning Commission’s dais, where she commands the room with a gavel on both the mundane and the controversial—from the Ofland Resort development project to community garden discussions—a seemingly innocuous topic at surface level but actually something quite complex!
Should community gardens be allowed in residential areas or commercially zoned areas only? Is the City’s zoning appropriate for a specific development project? What environmental and safety considerations must be made before approving a project? These are some of the many questions Planning Commissioners sift through at their meetings.
What was your first impression of Twentynine Palms?
Honestly, it reminded me of the town I grew up in—creative, friendly, a little nostalgic. What I love now is seeing how deep the community roots go. Talking to people who’ve lived here 40, 50, 60 years has given me such appreciation for its history, especially downtown and how the military base shaped everything. Today, I see a community that’s ready for intentional growth while still holding onto what makes it special.
What prompted you to join the Planning Commission and take on a leadership role?
I originally saw the Commission posting on Instagram not long after moving here. With my background in planning, permitting, project management, and real estate development, I felt I could contribute meaningfully to thoughtful city planning. Serving was a way to give back and support responsible community growth. Stepping into leadership felt natural as I’m used to guiding teams, keeping projects on track, and facilitating collaboration, which are all essential in civic leadership.
How does the Twentynine Palms Planning Commission differ from nearby communities?
I can’t speak to the internal dynamics of Yucca Valley or Joshua Tree (San Bernardino County), but what I see here in Twentynine Palms is a proactive, thoughtful approach to how the city grows. There’s a real effort to make development more intentional, more welcoming, and more connected to the character of the desert.
When I say intentional development, I’m talking about projects that are thoughtfully planned from the very beginning, not just designed to look good on paper, but to actually work for the environment, the community, and the people using the space.
What is the role of the Planning Commission?
To me, the Planning Commission is really where big-picture vision meets real-world process. We review development projects, zoning updates, and land-use decisions with an eye toward what actually supports the people who live and work in Twentynine Palms. It’s a space for collaboration where residents, businesses, and the City all have a voice. Our job is to help guide growth in a way that feels thoughtful, intentional, and true to the character of the desert while keeping the long-term needs of the community in mind.
What do you hope to achieve as Chair?
I aim to create a process that is organized, transparent, and inclusive, where people feel heard and understand how decisions are made. My focus is on maintaining clarity, structure, and collaboration so discussions remain productive and constructive.
Setting aside your Commission role, what’s your long-term vision for Twentynine Palms?
I envision a holistic approach to city development, honoring the desert’s character while supporting economic growth and quality of life. That includes:
Attracting businesses that draw people in,
Strengthening the city’s aesthetic and desert identity,
Supporting diverse income levels and housing options,
Cultivating a community where creativity, nature, and local culture thrive.
Thoughtful growth and intentional planning are key.
What steps are you taking to realize that vision?
For me, it starts with staying involved and staying connected. I’m always talking with residents, creatives, business owners, and people investing in Twentynine Palms to understand what the community actually needs.
Through my work in real estate, design, and project management, I get to help shape projects in ways that feel responsible and beneficial for the long-term. I really believe progress happens through consistent participation, collaboration, and bringing professional experience into conversations about sustainable growth.
What’s one thing residents can do to effect change?
Engage. Community participation is key—attending meetings, volunteering, asking questions are some of the most powerful ways to influence the city’s direction.
What lessons have you learned about yourself through serving on a city body and being in a leadership position?
I’ve learned that I’m at my best when I blend structure with perspective. Listening and research come first for me. Really hearing people, getting clarity, and creating space for collaboration. Whether I’m working on a project for a client or making decisions for Twentynine Palms, the same approach applies: move with patience, intention, and respect for everyone involved. That’s the kind of leadership that feels true to who I am and to the way our community grows best.
Do you think Twentynine Palms is due for a renaissance?
Absolutely. Talking to longtime locals about how lively downtown used to be makes me excited for what’s coming. You can feel momentum with new businesses, restaurants, art, and people investing in the community in ways that feel both creative and respectful of the desert.
You wear many hats. How do you unwind?
I’m a homebody at heart. My free time is really simple with hiking, visiting family, music and dancing or just being at home in the quiet desert light. I need that stillness to recharge, especially with everything I juggle between design, real estate, and the Planning Commission.
What’s the real estate mood like in the Morongo Basin now?
What I’m seeing now is more remote-work buyers, more people looking for luxury desert properties, and a shift from short-term rentals back toward long-term rentals and traditional homeowners in neighborhoods.
Regarding unifying groups, businesses being heard, and factions:
Cure is an advocate for streamlined processes and easing burdens on small businesses:
Unifying groups begins with acknowledging each perspective and maintaining transparent, consistent communication. Spaces for dialogue, understanding timelines, and clarifying decision-making processes help businesses feel supported. When people understand why decisions are made, trust and collaboration grow.
I really look for ways to unite and build community. I want to listen to what the older generation and elders have to say and bring my education and experience together because they have a lot of experience too. You don’t want to dismiss people because they’re older and have a different way of thinking than you.
Any advice for locals who feel hesitant about development and change?
It’s completely human to feel anxious about change. I think the best thing we can do is listen, communicate, and educate without dismissing people’s feelings.
Development in the desert should be slow, thoughtful, and intentional. When people are included in the process and understand the “why” behind decisions, it becomes a lot easier to navigate together.
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