SAN DIEGO (FOX 5/KUSI) -- Concerned citizens gathered on the corner of Talbot and Rosecrans streets in Point Loma Saturday morning to voice their opposition to a proposed housing development project they argue will negatively impact the community. The protest, organized by local residents, is in response to plans that they say prioritize development over the well-being of current residents and the environment. The site in question stands in the same area where the protest took place. Located at 1004 Rosecrans St., the location is currently a rental car agency focused on luxury vehicles. However, city records show developer Northstar Homes LP has applied for a building permit to construct a mixed-use residential building on the site. RELATED: Point Loma residents concerned about proposed apartment building The proposed structure would be in the coastal overlay zone which is required to adhere to a city law that restricts the height of any building to 30 feet. The apartment building, however, is expected to be four stories tall. The protesters contend that city leaders have waived critical environmental protections, including concerns from the Coastal Commission and fire safety standards, all under the justification of creating "complete communities." The community members argue that the proposed project will result in irreversible changes to the area, which they say will compromise their quality of life. Among the primary concerns raised by protesters are the expected traffic impacts. They argue that the development will dramatically increase congestion, particularly during the morning and afternoon rush hours, when workers from the nearby Navy Sub Base travel along Rosecrans. The protesters warn that the increased traffic volume could exacerbate existing traffic jams, possibly making the area less accessible and more dangerous. Health concerns arise as county plans to reopen South Bay campground The safety of children and families is also a major concern for protesters, who are particularly worried about the potential risks posed to children attending Cabrillo Elementary School. With drop-off and pick-up times coinciding with rush hour traffic, demonstrators say that the project could create hazardous conditions for both parents and students. They fear that the increased traffic and construction-related disruptions could create a situation where it would be difficult to safely enter or exit the area. Protesters emphasized that the planned development would not only put residents' safety at risk but also permanently alter the character of the Point Loma neighborhood. With these concerns in mind, they are calling on city leaders to reconsider the project and to prioritize safety, environmental protections and the community's quality of life. As of now, no changes to the project have been announced, but the protesters vow to continue their efforts and raise awareness on what they see as a risky development plan. ...read more read less