The document provides information about the upcoming election for the La Jolla Village Merchants Association Board of Directors. It introduces the 8 incumbent and 2 first time candidates running for the 10 open board seats. It also reviews the board structure, term limits, election process and ballots. Current board members provide short bios on why they are running again and what they bring to the board. New candidates also introduce themselves and their interest in joining the board.

1. B O A R D O F
D I R E C T O R
C A N D I D A T E S
2 0 2 0 - 2 0 2 2

2. B Y L A W S R E V I E W A N D A D A P T I O N S
Board Structure and
Candidates
• LJMVA is a 15 Person Board
• Board members serve two-year terms allowing approximately ½ of the
board to rotate each year.
• Term Limits: three consecutive two-year terms
• Board members can reapply after a one-year hiatus
• Board members must be BID members/delegates
• Current State of Board
• 14 of 15 Seats are currently filled
• 10 Board Members will be elected this cycle
• Number of Total Candidates
• 8 Incumbents
• 2 First Time Candidates
• Election ballots allow voters to vote for all candidates or to
select only those they support.
Election Process
• Each BID member business gets one vote. (There are 1256 merchants in the
BID. Let’s get out the vote!)
• Ballots are cast using a secret ballot and collected in person.
• COVID-19 Modifications
• Ballots will be available online and can be delivered upon request.
• Completed ballots can be delivered to the LJVMA offices, at an
LJVMA in-person event or will be picked up and sealed by LJVMA
staff.
• Voting can take place anytime between September Board Meeting
and October 9 (LJVMA Election Day)
• Ballots will be sealed at time of pickup/drop off and voter eligibility will
be verified by LJVMA staff.
• All eligible Ballots will be counted at LJVMA Annual Meeting on
October 13 in the presence of Election Official.

3. O U R C O N T I N U I N G B O A R D
M E M B E R S

4. J O E LY N C U L L E N
S E C R E T A R Y ( 1 S T T E R M E X P I R E S 2 0 2 2 )
L I F E T I M E L A J O L L A , G E N E R A L
M A N A G E R
F I T N E S S – S P A - C A F E
It is an honor to serve as Secretary for the La Jolla Village Merchants Association.
I moved here in August of 2019 and opened LifeTime in December 2020. In the short time that LifeTime has
been a part of this community, it’s been a pleasure to be involved with numerous community events sponsored
by the Merchants Association. I respect and appreciate all that this dedicated group of volunteers do to serve
the Merchants, as well as the whole community. I am fortunate to live and work right in this charming Village of
La Jolla. La Jolla is my home. I would be honored to be a part of the board of and support this beautiful
community.
LifeTime considers itself a Healthy Way of Life Company. In addition to fitness, I believe our LifeCafe and
LifeSpa bring a uniqueness that will complement the current board members and businesses. I have been in
the Health and Wellness Industry for 30 years, in 4 states and involved in those communities. I have helped
with sponsorships, charity fundraisers, and other community events. I am a servant leader and I offer my
service to you and the people that live, work and visit in La Jolla. I hope to have the opportunity to strategize
and learn from you, the leaders in La Jolla.
In good health,
Jo Cullen
Note: Jo Cullen filled a mid-year vacancy on the LJVMA Board earlier this year and hopes to continue her
service on the board.

5. K A R E N F I N E R M A N
B O A R D M E M B E R ( 1 S T T E R M E X P I R E S 2 0 2 2 )
K A M L A H O T E L S / E M P R E S S H O T E L
D I R E C T O R O F S A L E S A N D M A R K E T I N G
H O T E L A N D T O U R I S M
Serving as Corporate Director of Sales & Marketing for Kamla Hotels, partnering and synergizing
with other local businesses is important to create a fabulous experience for our guests. La Jolla
Village is such a great spot to visit with wonderful shops, restaurants, and activities (from Fitness to
Kayaking) - truly something for everyone to enjoy. Empress Hotel La Jolla, “Where Classy Meets
Comfortable”, offers accommodations that meet the needs of many travelers, and thus helps attract
even more visitors to this beautiful Coastal Community. The more we know about our community,
the better we support our guests to make their stay memorable, from casual to upscale requests.
Being active in our community is also helpful to support a strong position in the Village and we look
to being even more involved through La Jolla Village Merchants Association.
On a personal note, my husband and I have twin daughters, one of whom just graduated with her
master’s degree from UCSD. We have many family memories of dining in the Village, watching the
sea lions and enjoying the stunning sunsets over La Jolla. My last gift was a Hobie Pedalboard and
love getting “on the water” as often as possible. I never take a sunset for granted and you will see
many posts of La Jolla sunsets on Empress Hotel or The Shoal La Jolla Social Media. I would be
honored to expand my presence as a Board Member and look forward to positively contributing to
La Jolla Village Merchants Association.

6. K AT E Y L O N G O
B O A R D M E M B E R ( 1 S T T E R M E X P I R E S 2 0 2 2 )
P E T E R L I K F I N E A R T , G A L L E R Y D I R E C T O R
R E T A I L A R T G A L L E R Y
My name is Katey Longo and I am the Gallery Director at Peter Lik Fine Art Photography in La Jolla. I have
been a La Jolla Village Merchants Association Board Member since March 2020, and it is my pleasure to
represent an Association that is dedicated to making La Jolla better.
My goal as a Board Member has been to represent the arts in our community, and support growth by
bringing creative ideas to the board and our fellow Merchants in the Village. Our Art Galleries play a
significant role in La Jolla’s history, and these spaces provide unique experiences for locals and visitors. At
the Peter Lik Gallery, we pride ourselves on showcasing stunning artwork and we provide a warm and
inviting atmosphere for everyone to enjoy. We love hosting events and partnering with local businesses. My
experience at the gallery has taught me how beneficial it is to know and support your neighbors, and I hope
to inspire other Merchants to create relationships that will help their business grow. These relationships will
help our Village hustle and bustle once again.
The Jolla Village Merchants Association pursues new ways for tourists and locals to spend time in La Jolla
and have a memorable experience. I would be thrilled to continue to hold a seat on the La Jolla Merchants
Board and help La Jolla and our merchants thrive.
Thank you for your consideration!
Note: Katey Longo filled a mid-year vacancy on the LJVMA Board earlier this year and hopes to continue her
service on the board. She also holds a LJVMA seat on the La Jolla Planned District Ordinance Committee.

7. G A B B Y G U E VA R A
B O A R D M E M B E R ( 2 N D T E R M E X P I R E S 2 0 2 2 )
B L U E A P P A R E L , O W N E R
R E T A I L
As a member of the La Jolla community I would be
honored to continue serving on the LJVMA board of
directors. My knowledge of working retail for the last 6
years can contribute to planning events that will attract
tourists and locals into the village. I have served on the
marketing committee which has been a vital group to the
betterment of La Jolla and the events that have taken
place.
Note: Gabby has served on the LJVMA Marketing
Committee for three years and holds a LJVMA seat on the
La Jolla Coastal Access and Parking Board.

8. S U M M E R S H O E M A K E R
B O A R D M E M B E R ( 1 S T T E R M E X P I R E S 2 0 2 2 )
L A V A L E N C I A H O T E L | G E N E R A L
M A N A G E R
H O T E L A N D T O U R I S M
As an active board member of the San Diego Tourism Marketing District and a
hospitality leader in our coastal communities for more than 10 years, I believe in the
continued success of La Jolla and its diverse businesses. I am proud to represent the
historic La Valencia Hotel, an iconic destination in our beautiful village. In my time as
General Manager, I’ve placed a great deal of energy into understanding our community,
partnering with local businesses, and bringing new guests from near and far to visit our
community. With extensive experience in both hospitality and the event industry, I
would be an asset to bettering La Jolla Village. Throughout my career, I have developed
a strong reputation for being highly creative in developing innovative experiences,
actively engaging in finding solutions, and being a strong partner in organizations.
The La Jolla Village is one of the most beautiful and attractive destinations for visitors
from around the world. Together we can continue to build upon and enhance La Jolla’s
reputation as a sought-after coastal destination. We do this by enhancing
communication and developing unique village-wide programming to encourage locals
and visitors alike to enjoy our wide variety of businesses and experiences. I’m eager to
be a member of this board to support our community, help successful businesses thrive
and help other businesses attain the same success level. In this new environment, it is
more important than ever for our businesses to unleash their creativity and lean on each
other to succeed.

9. M E E T O U R
C A N D I D A T E S

10. C U R R E N T
B O A R D M E M B E R
• Note: Natalie Aguirre filled a
mid-year vacancy on the LJVMA
Board earlier this year and hopes
to continue her service on the
board.

11. L J V M A
T R E A S U R E R
As a local business professional and
resident of La Jolla, I understand what
makes this community so special and why
the continued enhancement of our
community and local businesses is critical to
our growth and success. Our office is in the
heart of the Village and Pacific Sotheby’s
wants to continue its involvement to support
this organization as we understand how
important it is that our local businesses
thrive, and the Village of La Jolla continues
to be a top domestic and International
destination.
As 2018 Realtor of the Year for the San
Diego Association of Realtors and Chair for
the Young Professionals Network for the
past four years, I have a true understanding
of what it takes to forge meaningful
relationships with key stake holders. My
“keeping it local” video series, which
highlights la Jolla businesses and my
passion for promoting La Jolla make me a
great candidate for the LJVMA Board of
Directors.

12. M O R G A N
B A R N E S
C U R R E N T
V I C E
P R E S I D E N T
C O V E H O U S E
L A J O L L A
R E S T A U R A N T
During my first term with La Jolla Village
Merchant Association, I have enjoyed
leadership roles such as Vice President on the
Executive Committee and Chair of the
Marketing and Events Committee. I have been
an active volunteer and assisted planning
events surrounding the village such as ribbon
cutting ceremonies, scavenger hunts and
holiday-themed events. I have attended
numerous business development seminars and
enjoyed assisting inters with different projects
and tasks.
I would love to serve another term as a board
member and continue to learn and grown with
the La Jolla Village Merchants Association
Morgan has served on the LJVMA Marketing
Committee for four years and has Chaired the
Committee for the past two years. She is
currently the Vice President of the Board.

13. C O D Y D E C K E R
L J V M A
P R E S I D E N T
D E C K E R ’ S D O G
& C A T
R E T A I L
My name is Cody Decker, and I own a Dog
& Cat store in the Village with my wife. We
have located 3 doors down from the Post
Office on Ivanhoe Ave. Not only owning a
store in town but also living nearby on Fay
Ave, I want to be involved in La Jolla the
most I can be.
I feel that as a young entrepreneur but also
experienced one. I can add some new
energy and ideas to the local business
community. I have 8 years of business
experience under my belt and have done so
much within the communities I have lived. I
previously owned a Pet Boutique on Lincoln
Blvd in Venice Beach, California. My
business had reawakened a dying part of the
neighborhood, created foot traffic & made
more room for a new stretch of small local
shops to open around me.
I would love to be part of the La Jolla Village
Board of Directors.

14. A N D Y F O T S C H
C U R R E N T
B O A R D
M E M B E R
A R C H I T E C T
W I L L A N D
F O T C H
P R O F E S S I O N A L
S E R V I C E S
• Note: Andy Fotsch filled a mid-
year vacancy on the LJVMA
Board earlier this year and hopes
to continue her service on the
board. Andy holds a seat on the
La Jolla Coastal Access and
Planning Board and Chairs
Vision La Jolla a sub committee
of the La Jolla Community
Planning Association.

15. M I C H A E L
M A T T H E W S
B O A R D
M E M B E R S
M E R M A I D S
A N D
C O W B O Y S ,
O W N E R
R E S T A U R A N T
• xxxxxxx

16. K E L L I M E T C A L F
P R E V I O U S
B O A R D M E M B E R
P R E V I O U S
T R E A S U R E R
C H A R T W E L L
E S C R O W
P R O F E S S I O N A L
S E R V I C E S
• I am so very excited to be back in the village
again and I would be honored to be a part of the
LJVMA board again. I recently served on the
LJVMA Executive Board as the treasurer for almost
2 years and had to leave because I left the job I was
working at in the village. And guess what?! I’m
back, yay!
• I started selling Real Estate here in the village in
2009. I moved into the servicing side a few years
ago and I am now the Sales Executive for Chartwell
Escrow for all of San Diego County, with two
branches open so far, one right here in the village.
We just opened our doors today, 5/10, at 7938
Ivanhoe Ave.
• I have served on numerous other boards, my
most notable as the CHA representative from East
County.
• Thank you for your consideration.
• Sincerely, Kelli
•

17. N I C O L E P E R E Z
F I R S T T I M E
C A N D I D A T E
B A N G &
O L U F S E N
R E T A I L
• My name is Nicole Perez and I'm
the showroom Manager at Bang &
Olufsen on Girard Ave. It would be an
honor to join the board and gain the
opportunity of getting to know my
fellow merchants in the village. I've
been in San Diego for 10 months and
if there's one thing I've learned is that
it's all about the relationships.
• If I’m elected to join the board, I
would work with my fellow members
to bring life back into the village and
show residents and visitors alike why
they should spend more time and
money in our neighborhood. I consider
myself energetic and a people person.
I hope to electrify La Jolla with my
blue hair and the great sound of Bang
& Olufsen!

18. K A R E N R O Q U E
F I R S T T I M E
C A N D I D A T E
T E A M
C H O D O R O W
R E A L E S T A T E
• As Office Manager and
Escrow Coordinator for Team
Chodorow, Karen oversees all
aspects of our TEAM
operations and has a passion
for organization. Karen has
been active in the San Diego
real estate market since 2015.
A supporter of local charities,
Karen enjoys coordinating
charity events. In her free time
Karen also enjoys yoga and
running.
•

19. L A U R E N T U R T O N
B O A R D M E M B E R
C I A O C I A O
P I A D I N A
O W N E R
R E S T A U R A N T
I am nominating myself to continue as a
board member of the La Jolla Merchant
Association.
As a small business owner in La Jolla, I
think it is very important to be involved in
the community and in just a few months
as a board member of the La Jolla
Merchant Association I have found great
joy in sharing my areas of expertise with
the board, interns, and community
members.
I would like to continue in my role so I
can continue to share strategies in
business expansion leveraging social
media marketing and events.
Thank you for your consideration.
Note: Lauren filled a mid-year vacancy
on the LJVMA Board earlier this year and
hopes to continue her service on the
board. She is an active member of the
Events and Marketing Committee and
serves as mentor and social media
advisor to LJVMA’s Interns.