La Jolla Village Merchants Association, a City of San Diego Business Improvement District presents its 2022 - 2023 Annual Report

1. Annual Report
2022-2023
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: 1268
•Number of Employees - 5300
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. 2011)
Our Mission:
We bring business to La Jolla Village businesses.
Key Accomplishments - 2022 - 2023
Organizational Excellence

3. Organizational
Excellence

4. Organizational Financials 2022-23
INCOME
BID Reimbursement $188,309
Grants/Donations/Sponsors $ 45,018
Miscellaneous $ 3,599
Income Total $236,926
EXPENSES
Organization/Administration $ 44,693
Personnel $ 117,907
Maintenance & Beautification$ 18,098
Promotion/Marketing $ 56,193
Expense Total $236,891
*Audited financial documents available at www.lajollabythesea.com and by request

5. Executive
Committee &
Director of
LJVMA
2022-23
Amber Anderson President
Summer Shoemaker– Vice
President
Karen Roque– Secretary
Bill Podway, Treasurer
Jodi Rudick - Executive Director
Key Accomplishments -2022- 2023
Organizational Excellence

6. Board of Directors of LJVMA – 2022 - 2023
Roster
Name Term/Year
Elected
Company Name Address Phone Email
Amber Anderson 2/2021 Pacific Sotheby’s int’l Realty
La Jolla
1111 Prospect St #100 858-333-6458 amber.anderson@sothebysrealty.com
Morgan Barnes 2/2021 The Cove House 8030 Girard Ave. 207-939-7910 morganbneg@gmail.com
Dusty Bowder 1/2022 Vuori 7841 Girard Ave. 844-880-5355 dbowder@vuoriclothing.com
Joelyn Cullen 2/2022 Lifetime La Jolla 1055 Wall St. 858-410-7100 JCullen2@lt.life
Brandon Lindley 1/2022 Havaianas La Jolla 1049 Prospect St. 858-352-6215 havaianaslajolla@gmail.com
Katey Longo 2/2022 Peter Lik Fine Art 1205 Prospect St. 858-200-0990 katey.kalanges@lik.com
Maddie Mackey 1/2022 La Jolla Golf Cart/La Jolla
Social
7512 La Jolla Blvd. 858-750-2202 maddiemmackey@gmail.com
Natalia Petrova 1/2022 Cormorant Hotel/Birdseye
Rooftop Restaurant
1110 Prospect St. 858 208-9672 npetrova@oceanicenterprises.com
Jen Pham 1/2022 La Jolla Gem Appraisal 7703 Fay Ave 858-255-8085 jen@gemslajolla.com
Bill Podway 1/2022 Decker’s Dog + Cat 7928 Ivanhoe Ave 858-999-0153 bpodway@aol.com
Karen Roque 1/2021 Team Chodorow, Berkshire
Hathaway
7780 Girard Ave 858- 456-6850 karen@teamchodorow.com
Summer Shoemaker 2/2022 La Valencia Hotel 1132 Prospect St. 855-476-6870 sshoemaker@lavalencia.com
Chad Taggart 1/2022 Lobster West 1237 Prospect St. 858-352-6075 ctaggart@lobsterwest.com
Dr. Maddie Wallace 1/2022 Awaken Family Chiropractic 7734 Herschel Ave , Suite F 619-776-9603 drmaddie@awakenchiro.com

7. Strategic Plan June 2022

8. STRATEGIC PLAN Adopted by BOD on January 12, 2022
ORGANIZATIONAL EXCELLENCE MERCHANT DEVELOPMENT VILLAGE DESIGN, BEAUTIFICATION &
SECURITY
EVENTS AND PROMOTION
Alternate Revenue Tactics
 Sell advertising on
website
 Fundraising Campaigns
 Ticketed Events (Defer
to Event Group)
 Create La Jolla Branded
items
 T-shirts, polos hats,
jigsaw puzzle,
cookbook
Liaisons to other La Jolla
Community Groups
 Appoint only members
who are active in
association
 Appoint only members
who are active in
association
Increase Volunteerism
 Student/Interns
 Community Members
Professionalism
 BOD Ethics Training
 Consistent BOD
onboarding process
Ways and Means Explore
new grants
 Sponsorship
 Create 501 (c)3 to
qualify for grants,
donations not open to
501 c(6)
Membership Engagement
 Increase attendance at monthly meetings
 Increase Attendance at Marketing Happy Hours
 Increase participation in election process,
committees
 Fill board vacancies immediately to insure
forward momentum
Education
 Business Breakfasts
 Promote Job Board
 Promote 3rd Party online education (“Don’t
reinvent the wheel.”)
Increase attendance at meetings and events
 Facility Tours
 Food and beverage sponsors
Block Captains
 Continue Virtual Outreach Program to keep
merchants informed and connected [during
COVID CRISIS]
 Assist Merchants with COVID Orders
 Create New Business Welcome Packet
Operations Assistance
 City Permits
 TOB Guidance
 PROW Permits
 Public Safety Liaison
 Homeless Support
Safety and Security
 Assess merchants regarding crime,
safety and feeling of security in the
village.
 Work with La Jolla PD and
community groups to address
concerns.
 Propose additional solutions based
on findings
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
Purchase and promote
www.parklajolla.com website
 Align with overall Wayfinding Plan
 Focus on parking in tourism
publications
Advance Social Media and Video Marketing
 Develop Limelight Merchant Program
o Use contests
o Inspire engagement
o Educate merchants
 Add New Blog Features (La Jolla Behind the
Scenes, Nurture Our Nature)
 Promote Event Calendar
 Promote #mylajolla
 Paid boosts and ads
 Social sharing links in all media
 Connect with Influencers
Highlight Current Marketing Magnets - Natural
Resources are Natural Attractions
 Leverage our most popular attractions (Seals,
Sea Lions, Scenery)
 Collaborate
o Galleries
o Photographers/IG Influencers
 Implement strategies to move people from the
Cove to the Village with onsite marketing
 Coupon promotion with print media.
Gather Data via Valid Research Studies to support
programs, projects, and decisions
 Two Year Update of SDSU 2019 Visitors Survey.
 Merchant Survey to Activate the Village
Merchant Cross promotion and collaborations
 Charitable partnerships
 Joint promotions
 Nonprofit partnerships
o Kiwanis
o Rotary
o La Jolla Community Center
o Sierra Club
Strategic Plan Modification January 2023

9. 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.
Continued our commitment to diversity and inclusion in all matters.
Key Accomplishments -2022 – 2023 | Organizational Excellence | Governance and Community Involvement

10. Key Accomplishments
2022-2023 Organizational Excellence
Board of Directors Professionalism Initiative
 BOD Diversity, Equity
and Inclusion Training
 BOD Ethics Training
 Consistent BOD
onboarding process
 Board Orientation
Policy Adopted
Key Accomplishments - 2022 - 2023 |
Organizational Excellence

11. Key Accomplishments
2022-2023 Organizational Excellence
Membership
 Hosted all meetings in person beginning July 2021
 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
 Grants
 Create La Jolla Branded items
 Puzzles, T-shirts, polos hats
Key Accomplishments - 2022 - 2023
Organizational Excellence

12. Key Accomplishments
2022-2023 Organizational Excellence
Grant Revenue
SDG&E Grant
Funds - $3000
San Diego
County Grant
Funds - $35,000
Key Accomplishments - 2022 - 2023
Organizational Excellence

13. Design and
Beautification

14. Key Accomplishments - 2022 - 2023
Design & Beautification Storefront/Window
Display Improvements
 Create Friendly
Competitions with Prizes
La Jolla, MAD, City
Resources and Get-it-Done
App to all
Support Enhance La Jolla
 Participate and
developed promotional
tools for Enhance La
Jolla Day
 Communicate with
merchants on behalf of
EJL
Wayfinding
Key Accomplishments - 2022 - 2023
Design & Beautification

15. Wayfinding Map
and Directory
Developed RFP process and selected Integrated Signs as
vendor to complete Wayfinding Signage project
Artwork for Directories finalized with the help of various
community groups.
 Developed Village Map to be used in A-Frame Signs
 Map available online as a PDF Download
Support Received from
 La Jolla Village Merchants Association
 Sierra Club Seal Society
 Parks and Beaches,
 Enhance La Jolla
 Planned Design Ordinance Coastal Access and
Parking
 La Jolla Town Council
 La Jolla Community Planning Association
Key Accomplishments - 2022 - 2023
Design&Beautification

16. Merchant Engagement
and Economic
Development

17. Hosted Monthly Marketing Happy
Hours and Merchant Mixer
Attendance has
increase 50% over
last year
Different venue each
month allows
restaurants to
support LJVMA while
highlighting their
food and beverage
No charge to
attendees
Monthly attendance
average 30 members
from all industries

18. Key Accomplishments
2022-23
Economic Vitality &
Merchant Development
Monthly Marketing Happy Hour
Commission Free Ordering with Famished.com
Promote Job Board
Promote 3rd Party online education (“Don’t reinvent the wheel.”)
Education
Welcoming atmosphere
Reach out to elected officials for their participation
Encourage presentations by Subject Matter Experts
Increase attendance at meetings and events
Continue Outreach Program to keep merchants informed and
connected beyond COVID
Assist Merchants with City Opportunities – Spaces as Place,
Storefront Improvement
Create New Business Welcome Packet
Face to Face Outreach
City Permits
Spaces as Places
TPROW Permits
Public Safety Liaison
Homeless Support
Operations Assistance

19. AnnualMerchantSurvey
Parking Continues to Concern Merchants

20. Annual Merchant Survey Completed September 2022
MERCHANTS ARE OPTIMISTIC
RESULTS DRIVE DECISIONS

21. LJVMA
Promote
Parking
Solutions
Promote www.parklajolla.com
website
Align with overall Wayfinding
Plan
Focus on parking in tourism
publications
Actively promote both the
merchants discount parking
program, daily visitor parking
discount and parklajolla.com
across channels.
Key Accomplishments- 2022 - 2023
Design&Beautification

22. Key Accomplishments
2022-2023
Parking Promotions
SeekingParkingSolutionsThroughPartnerships
Promoted Merchant Discount Parking Program –
Approaching 100 Merchants taking advantage of
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

23. Survey Results
Point to
Opportunities
Engage more merchants
(34% say they’d like to be
more involved)
Increase education about
digital resources (most have
never logged into website

24. “Success Starts Here”
New Member Welcome
Packet Updated for 2022
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

25. Overall Merchant Survey Findings

26. Key Accomplishments
2022-2023
CommunicationPartner
SupportedCityand CountyServices CommunicationEfforts
Key Accomplishments
Events and Marketing
Promoted Town Hall meeting with City
and County officials
Featured pertinent information and
updates to keep merchants informed
about special programs
Alerted merchants about La Jolla
Village road closures, constructions
and parking restrictions.
Shared information about ordinances
impacting business

27. Increase Presence on Slide Share
Allow Easy Equitable Access to Information
34 Presentations Posted | 1426 Views |
Key Accomplishments
MerchantandEconomicDevelopment

28. Commitmentto Diversity
Education and Outreach
◦ Hosted in person DEI Training
for Board and Community
Members
◦ Hosted two ADA Website
Training Workshops
◦ Leadership recruitment
focused on diverse
populations
◦ PRIDE event tied into June
First Friday Art Walk
Key Accomplishments
Events and Marketing

29. Marketing and
Promotions

30. Key Accomplishments
2022-23
Events & Marketing
Digital Marketing
LJVMA continues to focus efforts on digital marketing efforts including
ongoing website enhancements and updated technologies. Highlights
include:
• Redesign of Newsletter and Agenda Mailing
• 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

31. Key Accomplishments
2022-2023
Promotions& Events–
SocialMediaEngagement
ReachesNewHighs
Facebook– 2500Followers
(16%increaseofLY)
Instagram6256Followers
(36%increaseoverLY)
5-7Postsperweekper
channel
2 -3 ReelsWeek
IG Reachis10,000Account
permonth

32. Key Accomplishments
2022-2023
Promotions & Events– BlogTraffic
NewFeatures
Key Accomplishments
Events and Marketing
Integrated marketing channels – blog,
social media, email marketing and Art
Walk themes
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
Guest Authors

33. Arts and Culture
Branding
Met with Arts and Culture Community to
explore additional strategies for branding La
Jolla as world-renowned Arts and Culture
Destination
Established relationships with
Arts+Culture San Diego
Hosted Coffee with (Council Member
Joe) La Cava in conjunction with
Arts+Culture San Diego to support
Penny for the Arts
Strengthened relationships with all La
Jolla Arts Organizations
Created evergreen Arts and Culture
map for distribution at hotels,
galleries, cultural arts organizations,
etc.
Key Accomplishments - 2022 - 2023
Design&Beautification

34. Special Events

35. Strengthened
relationships and
supported 3rd Party
Events
Key Accomplishments
Outreach and Promotional Efforts
Equalized partnership guidelines
using standard MOU
Created connections between
event promoters and merchants
Presented sponsorship
opportunities to merchants
Established La Jolla Village
Merchants Association as key
community partner

36. DisneyTheatricalProductionsCrossPromotion
Lion King Activation
5 Events
Engaged county-wide participations
Families and Adult event categories
Key Accomplishments
Attracted Major Sponsor for Local
Event

37. La Jolla First Friday Art
Walk Increases Impact
A Creative Collaboration between 24 Galleries and
countless partnership, sponsors and artists.
Monthly events attracting approximately 300 visitors
each month
Partnership attract community groups offering them
promotional opportunities
Monthly Themes
◦ December Giving
◦ January - Wellness
◦ February - Love
◦ March - Luck
◦ April – Earth Day
◦ May - Moms
◦ June – PRIDE
◦ July – Red, White & Blues

38. Launched Tours as
a Marketing Tool
San Diego Tourism Authority Sales and
Marketing
Professional Tour Guide Association
Hotel and Resort Staff
Performance and Entertainment Key
Accomplishments
Attracting Influencers to La Jolla and its
Marketing Platforms

39. Storytime
Scavenger Hunt
Engages Families in
Partnership with La
Jolla Riford Library
Event Offered in Fall and Spring
Additional community organizations
invited:
◦ California Highway Patrol
◦ SDGE
◦ Foster Youth Agencies
Two story times conducted by both
merchants and Katia Graham, Youth
Librarian
18 Participating Merchants

40. Wellness Bingo Event
Added to Engage
Fitness and Wellness
Community
Key Accomplishments
Encouraged active
participation from
new business
segment.

41. Ribbon Cuttingsand Grand Openings
Celebrated dozens of new businesses, hotels and eateries which opened
during 2022-2023 Merchants, media, political leaders and customers

42. Holiday Open House and Shop
Small Campaigns
Key Accomplishments
Created Collaborations During Holiday
Season

43. 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