An overview of accomplishments and financial information from the La Jolla Village Merchants Association.

1. Annual Report
2020-2021
OUR MISSION
WE BRING BUSINESS TO
LA JOLLA VILLAGE

2. La Jolla Village Merchants
Association
Who we are…
A non-profit business association
formed in January 2011 with
experienced professional stakeholders
at the helm, and a team of skilled
partners on deck. LJVMA signed a
contract with the City of San Diego in
May 2011 to manage the La Jolla
Village BID
LJVMA District
•Neighborhood: La Jolla Village
•Approximate Boundaries: Eads to Ivanhoe,
Ocean to Pearl /La Jolla Blvd.
•Number of Blocks: 30
•Number of Businesses: 1300 +/-
•Number of Employees - 6700
The vision for La Jolla Village
Merchants Association (LJVMA) is to
build consensus in the Village and re-
establish La Jolla as a vibrant,
prosperous community. (January 11.
20111)
Our Mission:
We bring business to La Jolla Village
Key Accomplishments -2020 – 2021
Organizational Excellence

3. Organizational Financials 2020-21
INCOME
BID Reimbursement $166,090
Special Events $ 0
Co-op Advertising $ 15.890
Grants/Donations $ 21,628
Associate Memberships $ 1,065
Miscellaneous $ 176
Income Total $204,849
EXPENSES
Organization/Administration $ 51,411
Personnel $ 102,137
Maintenance & Beautification$ 11,490
Promotion/Marketing $ 26,640
Expense Total $191,678
*Audited financial documents available at www.lajollabythesea.com and by request

4. Executive
Committee &
Director of
LJVMA
2021-2021
Brett Murphy – President
Cody Decker – President (Installed March 2021)
Cody Decker– Vice President
Morgan Barnes (Installed March 2021)
Amber Anderson– Treasurer
Jo Cullen, Secretary
Jodi Rudick - Executive Director
Key Accomplishments -2020 – 2021
Organizational Excellence

5. Board of Directors of LJVMA
2020-2021 Beginning of the Year Roster
Name Term/Year
Elected
Company Name
Amber Anderson 1/2019 Pacific Sotheby’s int’l Realty La Jolla
Morgan Barnes 1/2019 The Cove House
Joelyn Cullen 1/2020 Lifetime La Jolla
Cody Decker 1/2019 Decker’s Dog + Cat
Gabriela Guevara 1/2019 Blue Apparel
Lauren Johnston 1/2019 Patronus Wellness
Katey Longo Mid Year Peter Lik Fine Art
Robert Mackey 1/2019 La Jolla Golf Carts
Kelli Metcalf 1/2019 Granite Escrow
Brett Murphy 3/2019 La Jolla Sports Club
Will Whittle 1/2020 San Diego Fly Rides
Melissa Snook 1/2019 Merrill Lynch Wealth Management
Nevin Ramona 1/2020 La Jolla Chiropractic
Jessica Wiley 1/2019 iAM Physical Therapy
Julie Wright 1/2019 (W)right On Communications
Key Accomplishments -2020 – 2021
Organizational Excellence

6. Board of Directors of LJVMA
2020-2021 End of the Year Roster
Name Term/Year
Elected
Company Name
Natalie Aguirre Mid Year J McLaughlin
Amber Anderson 1/2019 Pacific Sotheby’s int’l Realty La Jolla
Morgan Barnes 1/2019 The Cove House
Joelyn Cullen 1/2020 Lifetime La Jolla
Cody Decker 1/2019 Decker’s Dog + Cat
Gabriela Guevara 1/2019 Blue Apparel
Andy Fotsch Mid Year Will and Fotsch Architects
Lauren Johnston 1/2019 Patronus Wellness
Katey Longo 1/2020 Peter Lik Fine Art
Michael Matthews Mid Year Mermaids and Cowboys
Kelli Metcalf Mid Year Granite Escrow
Nevin Ramona 1/2020 La Jolla Chiropractic
Summer Shoemaker 1/2020 La Valencia Hotel
Melissa Snook 1/2019 Merrill Lynch Wealth Management
Lauren Turton Mid Year Ciao Ciao Piadina
Due to COVID hardships and other factors including business closures and relocations
forced five board resignations. All seats were filled by board appointment.
Key Accomplishments -2020 – 2021
Organizational Excellence

7. Strategic Plan Modification June 2020

8. Strategic Plan Modification June 2021

9. KeyAccomplishments2020-2021
OrganizationalExcellence
Governance&CommunityInvolvement
Maintained a full board with active involvement from all board members.
Continuing a direct relationship with county, state and city leaders to better
communicate challenges and solutions to create a better La Jolla for our visitors to
experience, as well as a better business climate and place to live.
Partnering with our local associations: La Jolla Community Planning Association – with 3
seats on the Planned Development Ordinance Board, Traffic & Transportation – with 2
seats, La Jolla Coastal Access & Parking- 3 seats on the board. Supporting Maintenance
Assessment District, La Jolla Town Council and La Jolla Parks & Beaches in their
initiatives.
Communicating and meeting regularly with City of San Diego Councilmember Bry and
newly elected Joe La Cava to improve streets, sidewalks, trees, garbage containers,
parking and mobility, homelessness, sidewalk vendors, The Cove smell, and other issues
that arise daily.
The Executive team continues to work with the Mayor’s Office, La Jolla Town Council, La
Jolla Parks & Beaches and local merchants to resolve pertinent La Jolla Village issues.
Meeting regularly with other City of San Diego BID Alliance Executive Directors to
educate on common issues and share lessons learned.
Seated a Diversity Task Force in response to Black Lives Matter. Acted as liaison
between City, Protest Organizers and merchants to deflect fears, rather creating a
positive environment.
Key Accomplishments -2020 – 2021
Organizational Excellence

10. Key Accomplishments
2020-2021 Organizational Excellence
Board of Directors Professionalism Initiative
 BOD Ethics Training
 Consistent BOD
onboarding process
 Board Orientation
Policy Adopted
Key Accomplishments -2020 – 2021
Organizational Excellence

11. Key Accomplishments
2020-2021 Organizational Excellence
Membership
 Increase attendance at monthly meetings (virtual and
live)
 Fill board vacancies immediately to insure forward
momentum
 Increase participation in election process,
committees
Liaisons to other La Jolla Community Groups
 Appoint only members who are active in association
Increase Volunteerism
 Student/Interns
 Community Members
Alternative Revenues Ways and Means Explore new
grants
 Sponsorship
 BID Compliance
 Create 501 (c)3 to qualify for grants, donations not
open to 501 c(6)
Specific Alternate Revenue Tactics
 La Jollalty Card Promotion
 Virtual Events
 Create La Jolla Branded items
 T-shirts, polos hats
 Cookbook for La Jolla (Third Party Published)
Key Accomplishments -2020 – 2021
Organizational Excellence

12. Key Accomplishments -2020 – 2021
Design & Beautification Storefront/Window Display
Improvements
 Create Friendly Competitions with
Prizes
La Jolla, MAD, City Resources and
Get-it-Done App to all
Promotional Use of PROW
 Sidewalk Sales
 Sidewalk Cafes
 Parklets
 Capitalize on Murals
Support Enhance La Jolla
 Participate in Enhance La Jolla
Day
 Communicate with merchants on
behalf of EJL
Wayfinding
Sound Design - Music throughout the
village
 When allowed - Live pop-up
performances, encourage buskers
 Encourage recorded music
Key Accomplishments -2020 – 2021
Design & Beautification

13. Parking
Continues to
be Priority
Purchase and promote
www.parklajolla.com website
Align with overall Wayfinding
Plan
Focus on parking in tourism
publications
Key Accomplishments-2020 – 2021
Design&Beautification

14. Review of State of Parking in La Jolla Summary
(Presented in April 2020)
Key Findings from Parking Study Presented by La Jolla Village Merchants Association
April 2019; ACE Mobility Solutions.
 There is excess capacity for parking
off-street virtually every day of the
year
 Night and weekend parking
capacity is extremely under
utilized.
 FREE parking is more attractive
than paid parking.
 Parking should not be a barrier to
visitation on nights and weekend
 New technologies can remove
barriers to off-street parking.
 Business hours create the negative
parking perception in the Village.
 Parking rates are discounted verses
other San Diego sub-markets
 Future event strategies should not
be impacted by parking concerns
Key Accomplishments -2020 – 2021
Design&Beautification

15. Wayfinding Plan
Support Received from
 La Jolla Village Merchants Association
 Parks and Beaches,
 Enhance La Jolla
 Planned Design Ordinance (Concept approved, design and placement approval to follow)
 Coastal Access and Parking
 La Jolla Town Council
 La Jolla Community Planning Association
Develop Communication Campaign and Graphics
 Deploy Merchant and Visitor Discount Program – No cost to CAP
 Determine Budget and Funding Sources for Overall Project
 Option One - Support granted by Coastal Commission to pursue Project allowing access
Coastal Access and Parking Funds
 Option Two - Pool Funds from Various Community Groups (listed above)
Phase Two – Smart Parking Plan Developed with assistance from RFP Process
 Vendor Selected but withdrew
 New discussions opened with City about alternative ideas Phase Three - TBD
 High-Tech Electronic Signage -
Key Accomplishments -2020 – 2021
Design&Beautification

16. Vision La Jolla Explores New Concepts
Key Accomplishments -2020 – 2021
Design& Beautification

17. Key Accomplishments 2020-2021
Economic Vitality & Merchant
Development COVID – 19 Support
Acted as PROW permitting agency to support City’s Temporary
Outdoor Business Program
•19 permits requested and given
•Tracking and data shared with City
•Acted as information resource for Temporary Outdoor Business Program extending to
parklets and possible street closures
•Blog and Facebook Group acted as key sources for reliable and timely information
Acted as the go-to resource for all things related to COVID-19
information
•Funding
•Grants
•Restrictions
•Ordinances
•Guidelines
•Waivers
•Permits
•Outdoor expansions
Key Accomplishments
EventsandMarketing

18. Key Accomplishments 2020-2021
Economic Vitality & Merchant
Development
Business Breakfasts
Promote Job Board
Promote 3rd Party online education (“Don’t reinvent the wheel.”)
Education
Facility Tours
Food and beverage sponsors
Increase attendance at meetings and events
Continue Virtual Outreach Program to keep merchants informed and connected
[during COVID CRISIS]
Assist Merchants with COVID Orders
Create New Business Welcome Packet
Block Captains
City Permits
TOB Guidance
PROW Permits
Public Safety Liaison
Homeless Support
Operations Assistance

19. “Success Starts Here”
New Member Welcome
Packet Created
Print and digital versions
Contains vital information
◦ 12 Ways to Maximize
Memberships
◦ Frequently Asked Questions
◦ La Jolla Events
◦ La Jolla Attractions
◦ Important Contact Information
◦ Elected Officials
Adaptable and Expandable

20. Increase Presence on Slide Share
Allow Easy Equitable Access to Information
16 Presentations Posted | 1600+ Views
Key Accomplishments
MerchantandEconomicDevelopment

21. Optimism Shines Bright in La Jolla
Compare and Contrast
How’s Business
End of FY Merchant Survey
June 2020 vs June 2021
June
2021
June
2020

22. Key Accomplishments
2020-2021
Events & Marketing
Digital Marketing
LJVMA continues to focus efforts on digital marketing efforts including ongoing website
enhancements and updated technologies. Highlights include:
• Promotional products distributed promoting social media hashtags and LJVMA brand
• Merchant education about logo, branding and promotional resources.
• Upgraded website to increase function and performance.
• Outreach to merchants encouraging greater self-promotion using Merchant Profile
and Event pages
• Updated content regularly continuing to answer frequently asked questions
about shopping, dining, and opening a business in La Jolla (permitting, licensing,
business documents, etc.)
• Expanded eblast program to twice monthly to create more consistent
communication between LJVMA and merchants
• Upgraded to high-functioning Event Calendar promoting hundreds of events on
behalf of Village merchants, nonprofits, community organizations and promoters.
• Social Media connections in all platforms www.LaJollabytheSea.com, #MyLaJolla
o Facebook/LaJollabytheSea | Instagram/LaJollabytheSea
o Share your #mylajolla #LaJollaLove Photos

23. 2021 SDSU Study
Update Commissioned
● Analyst Japhet Estrada, Columbia University
● COVID and Post Covid Data Collected
● Increased number of valid surveys collected to
415
● Increased collection sites to include online, in
person and telephone methods
● Early results show: Parking continues to be
obstacle to Village visitation
● Post COVID – Festivals, fairs and live
performances in high demand across all
demographics
● Optimism among merchants is extremely high
● Complete survey data posted to Slide Share
Channel
Key Accomplishments
EventsandMarketing

24. Key Accomplishments
2020-2021
Promotions& Events–
SocialMediaEngagement
ReachesNewHighs
Facebook– 2183Followers
Instagram4215Followers
(28%increaseoverLY)
5 Postsperweekper
channel
725TotalPosts
1100+Stories

25. Key Accomplishments
2020-2021
Promotions & Events– BlogTraffic
NewFeatures
Guest Authors
Nurture our Nature
La Jolla Behind the Scenes with Robby Robinson
Merchants Doing Good – Focus on businesses giving back and
serving the community
Meet the Interns – Spotlight on college students who give their
time and talents to LJVMA
Timely Information about City, County and State Services
throughout COVID
Key Accomplishments
Events and Marketing

26. Virtual FundraisingEvent
TakeOut Tasteof La Jolla
Raised over $2500 (net revenue)
Minimal LJVMA staff time
16 restaurants involved
300+ diners
Key Accomplishments
Events and Marketing

27. Key Accomplishments
2020-2021
Promotions& Experiences
Research,Advertising &Publicity
• Marketing and Events Committee met virtually
each month attracting approximately 30
merchants and marketing professionals to
develop plans and ideas.
• Columbia University graduate Japhet Estrada
began comprehensive Visitor Study with
analysis to be completed in August 2021
• Placed weekly print and digital ads in local
media to communicate to public about key
messaging (parking, COVID, Outdoor Dining)
• Continued tourism marketing including
Staycation promotions with SDTA
• Updated media list to include regional print,
broadcast and digital editors, producers and
influencers.
• Sent regular press releases and media alerts to
various outlets
• Posted virtual event information on online
calendars and event guides.
Key Accomplishments
Events and Marketing

28. Key Accomplishments
2020-2021
Parking Promotions
SeekingParkingSolutionsThroughPartnerships
Promoted Merchant Discount Parking Program
Ongoing conversations to find more supplemental
parking availability through Ace Parking and LAZ
Parking managers; getting employees vehicles off
the streets and into garages.
Extended agreement to retain a professional
parking consultant through a pro-bono
agreement.
Key Accomplishments
Events and Marketing

29. Createdand Posted4 Videos
to You TubeChannelto stay
connected to merchants
and t to customers
Themes
◦ La Jolla Unmasked
◦ Safely Reopening for You
◦ Happy Holidays COVID Style
◦ Fresh Air Dining
All Volunteer Production Team
Not Boring Entertainment, Ben
Roberts
18 merchants featured
26 interns, board and committee
members
Key Accomplishments
Events and Marketing

30. Webcam
Launched
May 2021
Hosted by La Jolla Cove Hotel
Key Accomplishments
Events and Marketing

31. Key Accomplishments
2020-2021
Promotions& Events- Sponsorship
Banners,SponsorshipsandCo-opAdvertising

32. FY 2021Ends in Cheers!
June 15 Grand Ribbon CuttingCeremony
Celebrated 41 Businesses that had opened since COVID 19
400 total attendees
Merchants, media, political leaders and customers

33. 7 7 3 4 H E R S C H E L AV E N U E , S U I T E C
L A J O L L A , C A 9 2 0 3 7
8 5 8 - 2 3 0 2 7 2 5
W W W. L A J O L L A B Y T H E S E A .C O M
I N F O @ L A J O L L A BY T H ES EA .C O M